Abbott Mead Vickers BBDO has launched its first major work for BlackBerry since picking up the business last year.
The multimillion-pound global TV campaign pushes its smartphones and tablets by celebrating "people of action".
Creative by AMV juxtaposes images representing active and inactive choices, such as a pair of slippers versus a pair of ballet shoes. The brief was to convey the message that BlackBerry is a device of action for people of action.
The work was written by Zac Ellis and Rich Littler, and directed by Kevin Thomas through Thomas Thomas.
Post-production was handled at The Mill, with audio post-production by Wave Studios. Starcom handled media for the campaign.