This was tricky as the key benefits of the new products were under tight wraps. All we really knew was that the new phone had a leather back and that the watch connects to it a little. We needed to keep our concept broad yet persuasive to act now. We ended up doing a first-of-its-kind leatherette magazine print ad and we installed a giant watch in the airport with the connecting times of people's flights – this was a very handy way of catching people and proving the benefits of the phone and [almost] smart watch.
![](https://cdn.myportfolio.com/8ec28136c55ace96ea63b4ee98e3e75f/81fc61625cbc14a126129a55_rw_3840.jpg?h=d09ad73ddfc5720213f40f8099a948fa)
![](https://cdn.myportfolio.com/8ec28136c55ace96ea63b4ee98e3e75f/4a04e85c-8788-4513-a7e4-89d36131c0ee_rw_1920.jpg?h=f77aa3393791dde5b8d0f8ff0ae1ef1d)
![](https://cdn.myportfolio.com/8ec28136c55ace96ea63b4ee98e3e75f/21de9b4a03664afab4b36795_rw_1200.jpeg?h=b05ed69f2c79557825abe968a11c1acd)