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The assignment was the promote the re-launch of Motorola's RAZR series of smartphones, featuring a 4th generation product design so thin, it can be folded in half like a wallet.
The creative approach was to take a literal slice at Apple by visually demonstrating Motorola had now surpassed the category leader in both product design and innovative technology.
Results Pending. Apple's smartphone market share in both of the world's most populous countries (China & India) has recently declined 30-40%, respectively, making this a particularly advantageous time for the client to re-launch the RAZR line.