NOTHING.TECH

See the world through fresh eyes–disrupting the tech category with a human-centric campaign.

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THE INSIGHT

In a world of predictable and impersonal tech, endless notifications and information overload keep us stuck in a cycle of mindless scrolling. Instead, Nothing is revolutionising smartphones, with a focus on design and innovation that build more intentional interactions.

Introducing Phone (2a), a challenger to the iPhone, co-created with Teenage Engineering. Tasked with creating cut-through at launch in a crowded market, Made Thought created a bold marketing campaign and new direction to deliver impact from day one.

THE IDEA

The "Fresh Eyes" campaign stemmed directly from the product itself, leveraging the model’s unique characteristics of the distinctive dual camera lens as 'eyes' to create a playful expression. Drawing from the minimalist design, we highlighted and framed its simplicity through a single graphic icon. Introducing a personality that embodies Phone (2a)'s character, blending human warmth with innovative spirit. By diversifying the brand dialogue we crafted a signature visual world, carried through into concept and art direction for the global campaign, covering product film, lifestyle photography, social assets, print and digital OOH creative.

THE IMPACT

#THE100 Drop in March marked Nothing landing in major global cities across Europe, Asia, and the Middle East. Fans eagerly lined up, resulting in a record-breaking 100,000 sales within hours. Teasers, leaks, and strategic collateral generated buzz leading up to the launch, creating a memorable experience for the community. Proving that this is more than a smart gadget–but a powerful tool for connection. Nothing is not just here to play catch up, it’s here to stay.

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NOTHING.TECH

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