Shot in Australia.
HMD Global, the home of Nokia phones, has unveiled its new and ‘near indestructible’ Nokia XR21 smartphone with a campaign featured around the globe and shot in Australia.
The Nokia XR21 is considered the modern-day Nokia 3310 replacement and in order to bring its durability to life, the HMD Global team wanted to put the phone through its paces in the ultimate rugged environment - the thick bush and icy lakes of regional New South Wales.
Brenden Folitarik, HMD Global country manager for ANZ and the Pacific Islands, said it made sense to bring the Nokia XR21 to Australia after the success of it’s predecessor, the Nokia XR20.
"To be able to take our local team outback, capture content and test the Nokia XR21 in all the environments Australia has to offer, proved the Nokia XR21 really is a phone for anywhere," he said.
"I’d like to thank everybody involved who brought this amazing shoot to life, especially my marketing team who you’ll find in the viral images #proudmoment.”
Teaming up with production agency, Quiet Conqueror, the campaign was captured by photographer, Dean Podmore.
Locations included the picturesque Blue Mountains, the famous Jellybean Pool in Glenbrook and Hanaminno farm in Boorowa NSW - owned by Charlie Arnott - the great-great-great-great grandson of William Arnott, who founded Arnott’s Biscuits.
Photographer Dean Podmore said the first phone he ever bought was a Nokia so it was a privilege to work on this project for a brand that holds so much nostalgia.
"But equally - as is testament to this latest device, is incredibly relevant today. We visited some awesome locations, many that I grew up exploring, that really show off the beauty yet toughness of the Australian landscape, which now has a smartphone to match," said Podmore.
The shoot spanned three days and involved stills, short motion assets and campaign images to appear across OOH, in-store, owned channels and content and are being rolled out through PR and social.
Credits:
Client: HMD Global
Country Manager: Brenden Folitarik
Channel Marketing Coordinator: Connor Anderson
Go-To-Market Manager: Sofia Beaumont
Creative Director: Lucia Domenici
Production agency: Quiet Conqueror
Co-founder & Producer: Michaela Le
Director: Arthur Chan
Photographer: Dean Podmore
