The new desk phone
How to make people shifting from desk phone to soft phone.
Packaging
Design
Creative Direction
TBWA was shifting from the desk phone to the softphone. Desk phones are so like...old. And they take up invaluable space that could be used for important trinkets, snacks and lanyards.
Our vision was for everyone in the office to adopt the softphone. Overnight. However, the shift would not be easy. Old habits die hard. There were people in the agency in their 40s. And millennials can be such an uncooperative bunch of ingrates.
So we reached deep into our human core and created tiny little deskphones (freeing up desk space for that bottle of flavoured alcohol); but the real genius was that the handset was in actual fact a set of earphones. Lost. For. Words.
TBWA
1 silver and 1 bronze at the CCA awards show in Singapore
Clio Award for Brand Design