Category Archives: social media

Pride in London: Love Happens Here | WCRS

WCRS were commissioned by Pride in London to create a campaign for Pride 2017, whilst also marking 50 years since the legalisation of homosexuality in the UK. The campaign has been huge, featuring TV ads for Pride for the first time ever. In fact, the campaign has been split into two narratives – love and hate – to portray both ends of the spectrum for the LGBT+ community.

Hate
The first part of the multimedia campaign explored hate crime, emotionally and physically, including posters, Wi-Fi takeover, an event, London taxi skins and a film:

Additionally, an advert directed by Fred Scott will appear exclusively on Channel 4 during a special season of programming, followed by four films. The emotional advert (below) ‘The Apology’, features apologies from those who have lost relationships with love ones after judging and not accepting their sexuality:

 

Love
The second part of the multimedia campaign, released today, will include digital OOH sites portraying real life love stories from members of the LGBT+ community, illustrated by 30 different artists and illustrators. Illustrators have created the works for free, using the branded heart ‘pin’ icon, which will be available at the Tate as part of their Queer Britain season.
Here’s a few of my favourite illustrations:

Love stories are available on Pride’s interactive love map:

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The ‘Love’ aspect of the campaign aims to show that love happens in London despite the sad reality of the ‘Hate’ part. Ross Neil, ECD at WCRS said:

This is a campaign that started from a negative place of hatred and has blossomed into a full technicolour, full volume, inclusive expression of love. The greatness of the creative is matched only by the sheer scale of companies and individuals.

The campaign doesn’t stop there – Pride are encouraging Londoners to create their own pins and share their love stories on social media. It’s a fantastic campaign, and whilst I’m not the biggest fan of the original heart pin design itself, the multi faceted narrative this campaign has explored is wonderful.

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BBC Creative / Mother: Sorry Not Sorry for Being Me

Ad agency Mother (London) have teamed up with BBC Creative to create a branding campaign for BBC Three’s new project. Created by Mother Design, the campaign is for a new season of original programming about self-expression – something that sounds right up my street! This is an integrated campaign, which the audience can contribute towards. Engaging with young, diverse viewers with a message about identity and uniqueness, the aim is to promote BBC Three, and ignite a conversation about self-identity. The campaign also encourages viewers to create their own poster and share it on social media platforms.

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The campaign includes online media, DOOH, billboards, broadcasting through the BBC’s own channels, and social media:

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I’m definitely a fan of this campaign both in terms of concept and execution. The art direction is simple but bold. It’s also nice to recognise the faces of those in the campaign (above)!

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California: Designing Freedom | The Design Museum

If you haven’t been to the new building for the Design Museum which recently relocated to Kensington, you are missing out. The architecture and gift shop alone are worth a visit!
The exhibition “California” caught my eye based on the parts that explore ‘freedom’. The exhibition explores more than just the expression of human rights freedom:

California: Designing Freedom explores how the ideals of the 1960s counterculture morphed into the tech culture of Silicon Valley, and how ‘Designed in California’ became a global phenomenon.

The central premise is that California has pioneered tools of personal liberation, from LSD to surfboards and iPhones. This ambitious survey brings together political posters and portable devices, but also looks beyond hardware to explore how user interface designers in the San Francisco Bay Area are shaping some of our most common daily experiences. By turns empowering, addictive and troubling, Californian products have affected our lives to such an extent that in some ways we are all now Californians.

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Aside from the array of Apple inventions and iconic technological advances that California has blessed the world with, the most interesting part of the exhibition for me was “Say What You Want”. Described as “tools of self expression and rebellion”, this part of the exhibition showcased artefacts that were created to highlight racism, sexism and homophobia:

P.S. sorry for the awful photo quality! Taken on my phone.

It was incredible being able to be so close to relics that were created to protest against the biggest human rights movements in the world. They even displayed newspaper articles from the past, and contemporary pieces created against Trump’s America.
I cannot recommend this show enough. It has to be one of my (if not THE) all time favourite exhibitions.

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I’m sorry, I fell for it too: Heineken fooled me. I now regret writing the “Pepsi, this is how it’s done” post

Last week I blogged about Heineken’s new ad ‘Worlds Apart’Pepsi, this is how it’s done. Heineken: Worlds Apart | #OpenYourWorld. At the time, I thought I was giving a fairly neutral opinion whilst swaying towards positive connotations towards the ad – I even suggested, like many others, that it was the antidote to Pepsi’s car-crash ad.
I want to sincerely apologise for my ignorance. As someone who is so outspoken against the immoral bullsh*t we all have to endure in this post-Trump hellhole, I have failed both you and me. In hindsight, and after reading more articles, I realised that I had fallen for the worst kind of marketing tactic. I’m embarrassed that someone who both works in advertising and is a human rights activist was able to have the wool pulled over my eyes – ethical consumption simply cannot exist in a marketed, profit-based environment no matter how many frills are added.

Aside from the blatant social change push as a tactic to sell beer, just like the Pepsi advert it is a reductive narrative that absolutely does not represent the way in which opposing opinions are resolved in real life. Furthermore, the narrative suggests that the opinions of the couples are on the same level, whereas misogyny, transphobia and climate change denial are entirely of a regressive ideology. I now see that these opinions placed alongside a progressive and moral ideology totally diminish the science and facts behind these important views. What our society struggles to understand is that there is a difference between having an opinion and believing something that is entirely morally wrong – denying climate change is wrong because climate change is real. What damages our society is the notion that social problems can be resolved if only people tolerate their oppression just a bit longer. That ideology is fundamentally everything I am against and the catalyst to my passionate drive for equality, yet I foolishly supported this tragic advert.

This ad doesn’t exist to solve the world’s problems, but to make you buy a product by causing you to associate whatever warm fuzzies it elicits in you with its particular brand of carbonated yeast water. Have you learned nothing from Mad Men? That this ad was deemed “good” by most people just means it does a better job than other ads of hiding that fact. – The Guardian

I also questioned my naivety surrounding the morality of Heineken regarding what they have done as a brand to support the social issues focused on in ‘Worlds Apart’ – do they support LGBT charities, climate change research or womens’ rights organisations? As someone who dedicates a lot of time deciding whether or not to spend my hard earned money on certain brands (particularly regarding animal cruelty and brands who fund that in China), I am disappointed in myself for not recognising that “Heineken is an amoral entity that treats human beings as expendable assets who exist purely to have their labor power exploited for the purposes of enriching its shareholders” (The Guardian). If I discovered that politically and socially, Heineken invested in, say, supporting the trans* community, I wouldn’t write this article. Unfortunately, that isn’t the case, and thes people who feature as progressive and outspoken are merely used as puppets.

What gets me more than anything, and what makes me feel ashamed for believing this sh*t is the fact that the people being attacked did not retaliate. At no point did those offended confront the ignorant person, despite claiming to be outspoken and sure of their moral place in this world. Whenever I feel offended or concerned about someone’s moral compass, I do not hesitate – I refuse to tolerate their ignorance – I cannot validate a point of view that ignores fact.
I cannot believe for a moment that the Black woman wearing a t-shirt saying “Smash the Patriarchy” would sit in silence whilst listening to a white, cis man project his degenerative views. Finding common-ground is of course not out of the question, but to insinuate that bigotry can be laughed off with a beer and a splash of tolerance sums up exactly what is wrong with humanity. The irony here is that Heineken used social problems that has largely eschewed capitalism to structure an advert.

Originally, I admittedly found it bizarre and almost insulting that the denial of a scientific fact was placed amongst transphobia and sexism. Now, I find it even more infuriating that this advert essentially promotes misandry as just a point of view that can be ignored. Being offended by feminism and trans* people is impossible – what is the alternative opinion to being transgender? There isn’t one. Heineken have essentially given a bigot a platform to say “hey, I don’t like this but I’ll use the correct pronouns because you don’t have a deep voice and I can’t see your five o’clock shadow, so you’re pretty passable, and that makes me feel more comfortable”.
The facts are here: climate change is real, women are paid less and trans* murders are an epidemic. There is no opinion here. There is no opposing view.

Yes, the people with the regressive ideas are humans, and they should be treated as such. They should not, however, be given an equal platform upon which to spew their ignorance. The false equivalency itself is whitewashing. (Caitlin Bladt)

If you don’t respect Nazis, you shouldn’t respect people who fundamentally believe someone’s identity and personhood is wrong. They are the same ideologies, but for some reason we seem to brush that under the carpet. And a beer certainly will not change that.

Once more, I’m sorry, and I do not support the Heineken advert.

P.S. Please also note that all the “right wing” opinions are from white, cis men. Just saying.
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Pepsi, this is how it’s done. Heineken: Worlds Apart | #OpenYourWorld

Remember the best April Fools joke of all time (aka Pepsi’s car-crash ad featuring Kendall Jeanner)? Well, it seems Heineken has taken on the concept of ‘peacemaking via the sharing a drink’ in their new ad “Worlds Apart”.
The spot features sets of people who have opposing views on feminism, climate change and gender. They are tasked with a team building construction project, then shown their VT tapes (which reveal their opinions) and consequently asked if they wish to stay for a beer or leave. Whilst I have my doubts about the authenticity whenever brands use social and political discussions in ad concepts, I think Heineken pulls this off nicely. Pepsi should take note.

At the end of the ad, I found myself smiling about the fact that the transphobic man used the correct pronouns for the trans* woman: “I’d have to tell my girlfriend that I’ll be texting another girl. She might be a bit upset with that, but I’ll have to get around that one.”

What makes this work 10 million times better than the Pepsi ad? Well, agency Publicis London targeted a post-Brexit UK (like Pepsi tried and failed to do in a post-Trump world) by including discussion and conversation within the ad, rather than attempting to create a satire-style video with white-washing for ‘the resistance’. The suggestion that a beverage can heal a very divided society is a strong and fragile statement, and whilst I have my doubts about the intentions of brands who go down this route, this is the perfect counteragent for our Pepsi wounds.

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Pepsi: What Were You Thinking?!

Unless you’ve been living under a rock, you will have heard about the catastrophic backlash Pepsi has received for their new TV and digital campaign featuring TV star and model Kendall Jenner. Created by its in-house creative team, Creators League Studio, we see Jenner on a modelling shoot who joins a protest mid-shoot. What is the protest for? I have no idea. No one knows.

Creatively, the advert is crap anyway. However, in terms of a brand ambassador, Kendall is actually the perfect candidate to reflect Pepsi’s pop culture background, which has previously featured other famous faces like Michael Jackson, Britney Spears and Beyonce. They could have worked with her social media influence and her fashion background to create a successful and fun campaign, but instead created a monster that has deeply offended and shocked so many people all over the world.
So how on earth did Pepsi get it so wrong? After a lot of thought since the ad was first released, here are my theories as to how this cultural tragedy unfurled:

  1. Diversity in the workplace: clearly no one of colour had any input in the narrative of this ad. Creators League Studio evidently do not have enough people of the backgrounds that they wish to represent in this ad.
  2. Work and fear culture: how the f*ck did this get approved?! How did no one at the Studio say “wait a minute, this concept seems really contrived”? Is there a culture there that makes people feel unable to stand up for what is right and wrong? I could never sit back and be part of something that I know is fundamentally wrong for humanity.
  3. Experience: without doubt, no one working on the commercial has ever been involved in a protest, experienced inequality, racial profiling, seclusion or segregation. Despite this, even if you have never experienced these things, surely you must know about it? The internet exists. History exists. There is no excuse.

The most disturbing and spoken about part of this advert is the scene were Jenner hands a Pepsi to a police officer. Firstly, this insinuates that protest can be solved by soda, which is highly insulting (the internet has gone meme-crazy on this subject). Secondly, and most importantly, this contrived scene is clearly mirroring that of the real life hero Ieshia Evans who faced police in Baton Rouge:

2016: A Picture and its Story

Ieshia Evans was detained by law enforcement when she protested after the shooting (and death) of African American Alton Sterling near the headquarters of the Baton Rouge Police Department. Both prior to that incident and after that iconic photo was taken there have been countless protests in cities like Baltimore, Maryland, and Ferguson, Missouri that occurred due to the police killing of black men. It has become an epidemic that is impossible to avoid on the news or on social media. There is no way Pepsi haven’t seen this image or heard of the protests.
Aside from the shocking claim that a can of Pepsi will create world peace, the contrast of ‘peace givers’ (Iesha and Kendall) is beyond insulting. Kendall is a white, cis, privileged, able-bodied, rich celebrity – if Pepsi wanted to create a peace-making, hero narrative they should’ve chosen an activist or a real-life hero.

DeRay McKesson, a leading activist in the Black Lives Matter movement said:

If I had carried Pepsi, I guess I never would have gotten arrested. Who knew? Pepsi, this ad is trash.

I couldn’t have said it better myself. In a world where violence and discrimination against African Americans has by no means decreased over the last century (if anything, it is getting worse), this has to be the most offensive, tone-deaf and contrived advert created during my lifetime.
What’s equally as perverse as using a real-life protest is the bizarre use of every token minority. The ad desperately tries to feature every single age, race, religion, gender, sexuality – whilst I praise diversity and inclusion in advertising, the clear attempt to show “co-existing” makes the Muslim woman and the “token-black-dude” stand out even more. It’s like they all sat at the casting couch and tried to tick off every single stereotypical type of person they could saying “yeah, she’s ethnic enough”.

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Pepsi’s exploitative brand social activism concept has been spoken about so much that according to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased to 366% in just a day, including mentions of Black Lives Matter, the use of the phrase “tone-deaf” and tagging the ad as the “worst ever.”
An incredible amount of people have spoken out against how Pepsi have exploited the enduring suffering of marginalised people, so I have no idea how Pepsi will ever come back from this. Yesterday, they removed the ad and released this apology on their website:

PURCHASE, N.Y., April 5, 2017 “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

I’m glad they have apologised, and that the ad has been removed, but I really hope this has been a huge wakeup call for advertising and marketing. I hope Pepsi get rid of their “creatives” and use ad agencies for the future. But, will anyone want to be associated with them? I guess if the price is right…
Pepsi claim that they did not intend to refer to any particular significant issues, but the notion of a protest itself is to make a stand against a social issue. So, what social were they trying to represent? All I see is cringey peace signs and random words. Trivialising protest in an age where people are desperate to see change is an insult beyond repair, in my eyes. I’ve written about jumping on the bang-wagon when it comes to social issues (such as using LGBT characters in ad narratives), and I find myself shaking my head in shame when the scenes cut to young, attractive people blatantly drinking Pepsi (got to get in that product placement) and laughing. This itself shows how the creatives involved have clearly never been involved in anything mildly political, because no one stands around posing, giggling and pouting at a protest. We even see a fist bump. A f*cking fist bump.

Allen Adamson, founder of Brand Simple Consulting said:

It’s trivializing the seriousness of the issue, that merely a can of Pepsi could solve all of the problems on the streets of our country. To some extent, it’s polarizing to the Black Lives Matter movement because it makes it seem like much ado about nothing, if you just passed some out at your demonstrations this wouldn’t happen.

Following this, something that also concerns me is the actors in the advert. Whilst it’s evident that the creatives themselves have no sense of privilege and suffering, why did the multi-cultural cast agree to take part in this ad? Did they not know the entire concept prior to filming? Were they desperate for their next big break? Did the mention of Kendall Jenner appear too appealing to turn down? It’s the same confused, cringe-worthy feeling I had when I saw African Americans defending Trump during the election. How can anyone from a marginalised group associate themselves with this?!

I could spend all day writing about what is wrong with this advert. There is nothing right about it, and if you can’t see how much of a disaster it is, you need to educate yourself and understand your own privilege. We will never move away from segregation, racism and violence if we don’t collectively stand up for what is right. This is beyond poor creative work – it’s a enormous, humiliating and derogatory kick in the teeth.

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Best April Fools Day 2017 Pranks and Jokes in Advertising and Marketing

I’ve accumulated a collection of my top 10 favourite pranks from the creative world this year. It was hard to choose from such an array of alternative facts, that’s for sure. (I don’t think it’s a coincidence that 70% of the fake campaigns I found whilst researching for this post had something to do with dogs…)

10. Google Play for Pets:

Google has introduced a new category of games, apps and training tools to keep your pet stimulated:

Updates include:

  • New collections of games, apps and training tools your pets will love
  • 5-Paw rating system
  • Notifications when your pet has logged in
  • Multiplayer mode for nose-to-nose competition
  • Virtual Reality games to simulate real play

This fake product actually looks like something I can imagine happening in the not so distant future! I’m fairly certain I’ve already heard of apps and devices used to interact with dogs left at home all day…

 

9. Honda Blend

Honda Canada created Honda Blend, a blender for your car. It includes a blender and a refrigerated glove box to store the fruit and veg, and it even comes with an ‘exclusive cup system’.
Not so much a prank – just a fake product with funny undertones.

 

8. Google Gnome

The smart yard has finally arrived – Meet Google Gnome. See how Gnome can transform your yard.

I love this satirical take on Google Home for outside.

 

 

7. Virgin Australia Canine Crew

We are excited to unleash our new Virgin Australia Canine Crew in a world first initiative. On select flights, a Canine Crew member will work alongside our award-winning Cabin Crew team to offer a range of additional services.

This is a fake ad, but I’m going to call it a prank because Virgin are pranking all of us by creating such a wonderful and beautiful idea that’s not going to happen. Do not put this adorable idea in my head! Imagine the amount of fearful fliers who have their vertigo cured by puppy cuddles! Therapy flying.

 

6. IKEA: The Updated Småland

We’re about to transform Småland from a playground into a ‘press-play-ground’! Our studies of children’s play habits reveal that today’s kids prefer tablets to physical activity. So we’re replacing the magical forest with a haven of sitting pods with tablets—recreating the way your kids play.

The best part about this prank is the reactions on Facebook…

Leon Koh Kids should be running around giggling and playing. This pic of this beautiful gal with an expressionless face looks so scary to me as a parent

Wendy Choo This is so sad, why do the kids haf to come into IKEA just to face a tablet. Having fun is to move around exploring the surrounding and interacting with others. This is too lonely.

Leslie Lee So sad… Robot land. I thought Scandinavian education is different.

Conclusion: people are idiots and advertising works.

 

5. Hinge Parental Controls

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Dating app ‘Hinge’ introduced Parental Controls, “a dashboard in your Hinge account for your mom and dad to access.” Parents can set their preferences for your potential matches, such as choosing an occupation, timeframe for children, distance from parents, and select which holidays they’re available for visits. This genuinely sounds like something people would use.

 

4. Puppy Mudder/Tough Mudder

Introducing our newest event series, Puppy Mudder presented by Nulo. Starting in 2017, your fearless fluffy friend will be able to dominate our muddy courses across the globe. Events will feature fresh takes on classic obstacles like Barktic Enema, Electroshock Therapuppy, and more #PuppyMudder.

Yes, another dog related prank! The way this is filmed is so great, and apart from ‘Electroshock Therapuppy’ could actually be quite fun.

 

3. Pop chips: Cheddar “Cheese”

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Why go with alternative snacks when you can elect the only chip that can fix literally everything that’s wrong with snacks? People say that 11 out of 10 Russian snackers prefer this flavour because it tastes really, really, really, very good. It’s the best snack. There’s no snack that tastes better. Patriot Puffs are perfect for frequent golf trips and early morning Twitter rants, and even better if you get someone else to pay for it! Let’s make America snack again!

  •  yuge flavour!
  •  tremendous crunch!
  •  puffed with hot air
  •  45% less than promised
  •  glutton free
  •  36% of snackers approve this flavour

A prank wouldn’t be a prank without inspiration form the biggest joke of all time – Donald Trump. Even the CTA is a play on one of his most infamous comments: “grab’em by the bags! (soon)“.  Even the copy on the bag of chips itself is hilarious and mocking of Trump.

 

2. NanoDrop (SodaStream)

THE GREATEST INVENTION SINCE DRINKING! NanoDrop is a revolutionary product which ensures a dramatic decrease in your carbon footprint while increasing your hydration levels. keeping you fresh, cool and so hot all at the same time! If style and responsibility ever hooked up, NanoDrop would be their baby.

You have to check out their website – the amount of effort put into this fake ad is incredible. God knows how much it cost to hire Paris Hilton as their fake celebrity endorser and inventor, but her satirical acting puts the cherry on top! This isn’t the first SodaStream ad I’ve appreciated – they have some fantastic creatives working on their ads.

1. PornHub shares your videos

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PornHub users that click a video receive a pop up that thanks them for sharing their porn viewing habits on social media.
This may not have as much pandemonium and creative output as some of the others, but PornHub 100% have to claim the top spot by creating the scariest, creepiest prank of all time. I bet heart rates were sky high that day! Muahahaha

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#FreeTheFeed: Mother London

Ad Agency Mother created a Mother’s Day project for the UK’s holiday (Sunday 26th March), to make a statement against the judgement placed upon mothers who breast feed in public:

A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.

So, Mother created a giant inflatable breast and placed it on top of a building in Shoreditch on Sunday. The very detailed and very large breast boldly designed by the creative team aims to spark conversation about the attitudes towards the most natural form of feeding. Alongside the outdoor installation, Mother created a series of posters displaying the hashtag “#FreeTheFeed” and the reasons behind the project.

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I’ve always found it bizarre how people are happy to drink milk from a cow, but heaven forbid another human! This is a fantastic in-your-face, no-f*cks-given approach to a campaign, showing that social design is what we need to ignite conversations about outdated stigmas.

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Candid Conversations: Being Black in Advertising

Advertising agency TBWA launched a cultural editorial series called ‘Backslash’ last year, curated by 200 creators from across the global network. TBWA describes Backslash as “your daily edit of cultural trends”, and all of their employees receive a daily two-minute video about a range of topics, e.g. VR in medicine and science, social media’s responsibility of their users’ mental health, drone taxis, kids and technology… the list is lengthy and diverse. The project was created with just an Instagram account and internal content for employees, but TBWA believe that the team has expanded so quickly that they are hoping to create more publicly distributed content in the future, like the one above.

Richard Stainer, chief executive of TBWA\London said:

Creating at the speed of culture requires a deep knowledge of culture, and this is what Backslash gives us. It turns TBWA into a global knowledge and creativity network.

Diversity in advertising has been an enormous topic of discussion recently, and many agencies have explored this dialogue through different projects. TBWA’s Backslash looks at black professionals working in the ad industry in the short film above, featuring employees from the Omnicom network.

Nick Barham, TBWA Worldwide chief strategy officer said:

We felt that, for Black History Month, it was important to think about African American culture as it relates to advertising. I don’t think change is happening as quickly as it should. We want to represent what people are listening to, what they’re interested in and what brands care about.

As someone who is very switched on and actively interested in diversity in all aspects of life, I surprised myself with how little I had considered the lack of black creatives in advertising. The conversations in this short film about diversity are absolutely evident and relevant. Hopefully those who had never considered the lack of black talent in advertising think differently about the way agencies embrace inclusion.
It’s important that agencies consider and discuss diversity in the workplace, rather than those who feel like the minority discussing amongst themselves. Creating content for purposes other than client projects is a great way to start a conversation about race, as it becomes more human and less like a storyline created to jump on the equality bandwagon.

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Nokia 3310 is My Ultimate Nostalgia: Will the New Version Destroy my Childhood Memories?

I’m scrolling through my Twitter feed, I read “the Nokia 3310 is being resurrected” and my first thought is a negative one: “there’s no way they will recreate the original Nokia 3310 in all it’s shit brick glory!” Well, I was right! The first, and most obvious change is that the 2017 ‘version’ has a colour screen, as it runs on Series 30. It also has a 2MP camera phone and a web browser. WTF.
I’m being precious, I’m being judgmental. I can’t help it – 2000 was the beginning of advanced phone technology, and my generation was a part of it. I was given my first phone at the tender age of 11, and spent a lot of my hard earned money on polyphonic ringtones and custom phone cases (Winnie the Pooh and Playboy Bunny being two of my favourites). After I had enough money I soon upgraded to a Motorola flip phone (still on pay-as-you-go, obviously) but secretly still enjoyed playing Snake on my mum’s 3310. Talking of Snake (one of the most iconic games in history) the new 3310 actually features the game, but visually it just doesn’t feel nostalgic for me – as mentioned above, firstly, the screen is in colour so that’s pretty heartbreaking, and secondly it has been replaced by a multi-directional navigation version, rather than the classic up down left and right. We don’t need any more directions!

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The new 3310 was revealed at the Mobile World Congress in Barcelona on Sunday and was created by new mobile firm HMD Global, which licensed the Nokia brand last year. There are some improvements that might increase its appeal – apart from the new features mentioned above, it has almost halved in weight (so can no longer be referred to as ‘The Brick’ RIP), has a month (standby) battery life, is a third of the price (£42 rather than £129.99), uses a microUSB charge and has a micro SD card slot.
Here’s my problem with the new version of my beloved Brick: the aesthetics (and I presume the actual feel of the phone) are similar like the QWERTY keyboard and removable back, but who will be buying this if it isn’t identical to the original? Upon first hearing about the remake, I assumed the target market would be collectors and nineties kids. People going away on holiday usually don’t have to worry about charges abroad or phone damage because most people have contracts that allow for calls abroad and phone insurance. There’s no WiFi and no range of apps like the essentials Facebook and WhatsApp, so the only people I can imagine this would be suitable for is OAPs who struggle to adapt to technology and want simple call functions.

Penned as the the “detox phone”, I think Nokia’s aim for the the resurrection of the Nokia 3310 is to appeal as a cheap indestructible backup phone, riding on the back of a classic. Honestly, I don’t think people should be saying “The Nokia 3310 is back”, because it simply is not the same. It will be interesting to see how HMD Global market this phone – will they use nostalgia or endurance as their POS?
So, who is it for? You can buy basic phones for under £20 (we bought one for my grandparents) so drug dealers and festival goers won’t care, and it can’t be aimed at hipster techies because it isn’t the same phone…

 

Check out the demonstration by the Telegraph below:

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