The challenge was to revive Verizon's flagship but lagging brand, Droid, in a market dominated by iPhone and Samsung. We focused on the devices only point of superiority: Its 48 hour battery. Executions ran on all media, with the centerpiece being a :90 film with Edward Norton that ran backwards, demonstrating phone features while detailing a crazy 48 hours. The spot quickly reached over 18 million organic YouTube views and even generated numerous requests to adapt it into a full-length feature. We got fist-bumps from Cannes, OneShow, AICP, and won mcgarrybowen's first-ever D&AD.

MCGARRYBOWEN NY W/TIFFANY SMITH