HTC is launching the next stage in its ‘As Recommended By’ campaign with a project created by Mother highlighting the audio and video credentials of its new HTC One X+ handset via a massive party in Miami’s Little Haiti neighbourhood.
The work launches online in Germany on 1 November and sees Miguel Flowers, an up-and-coming promoter, throwing a huge party, with the challenge of giving the audio specialists in his hometown an experience they would never forget, using their own speakers. The party featured a wide range of customised speaker systems, big local DJs and a crowd of hundreds of people, and the whole thing was run from the HTC One X+ .
Throughout the party, Miguel demonstrated the wireless HDMI feature by syncing the HTC One X+ with a projector and streaming HD video and images live onto a wall 40 ft high.
The party was filmed by Mother working with director Daniel Wolfe from Somesuch&Co. Wolfe has directed music videos for Chase and Status, Plan B, and most recently ‘Time to Dance’ for The Shoes, starring Jake Gyllenhaal.
The footage from Miami has been used to create a fully integrated campaign, with the 60-second spot, behind the scenes film, documentary and digital elements running across selected European markets from 1 November.
View the 60-second spot below:
View the long-form spot below:
View the behind the scenes documentary below:
The campaign is part of the ‘As Recommended By’ integrated marketing strategy that sees the power placed firmly in the hands of real users in real-world product demonstrations.
Feh Tarty, creative director from Mother, said: “We wanted to show how the HTC One X+ is the only phone to take sound as seriously as people involved with music so we went to Little Haiti and found an amazing group of people who put on an unforgettable night – all powered by the HTC One X+ .”
The work breaks in Germany and will also be seen in Russia, Switzerland, Austria and Turkey.
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Photographer: Ewen Spencer
Director: Daniel Wolfe
Production Company: Somesuch & Co
Producer: Dougal Meese
Editor: Tom Lindsey @ Trim
Post Production: Framestore
DoP: Jackob Ihre
Track: One X Riddim
Original Music: Stephen ‘Di Genius’ McGregor
Music: J Wells