BLACKBERRY 'MOVERS'
We are the music makers,
And we are the dreamers of dreams…
Yet we are the movers and shakers
Of the world for ever, it seems.
— Arthur O’Shaughnessy, “Ode”, 1874
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The launch of the BlackBerry Z10 marked a pivotal moment for the brand, which needed to re-engage the creative community it had lost to Apple and Android.
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Rather than a conventional campaign, we created BlackBerry Movers — an influencer platform built around emerging creative talent. Movers were invited to use BlackBerry devices in their everyday creative lives, sharing authentic stories through a dedicated social hub and their own networks over a six-month period.
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The platform aligned with BlackBerry’s Keep Moving campaign while drawing on the deeper cultural meaning of “movers and shakers”: those who challenge convention and shape what comes next.
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Role and responsibilities: Strategy, Concept and Creative Direction
GMR Marketing 2013
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