Nokia rolls out 'Destination E7' campaign

Nokia, the mobile phone manufacturer, has rolled out a documentary-style campaign celebrating UK craftspeople, to promote the launch of its new E7 smartphone.

The 'Destination E7' campaign, created by Wieden+Kennedy and bought by Carat, is based on two craft bloggers' week-long journey from Scotland to London, to meet the creators of quirky items across the UK.

The footage has been made into a 30-second TV spot, made by production company Mustard London, which aired for the first time this week.

Content from the journey, including video, pictures and has been uploaded to the Nokia UK Facebook page throughout filming.

It is also being hosted on its 'Success TV' Facebook page, created by Wunderman, along with other content including videos of members of the public telling their stories of success.

According to Adam Johnson, head of brand and marketing at Nokia, the "success" campaign is a global concept being given the local treatment as part of the brand's wider strategy to become relevant to local consumers and show the "human side" of the brand.

The creatives behind the campaign are Richard Dorey and Mark Mcall.


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