WINDOWS PHONE - Really?

As a society, we’ve become addicted to our phones and the way they can help us stay connected - as a result, we’re spending more time heads-down, to the point that we've become unaware of what’s happening around us. It's certainly a cultural sticking point, so we decided to use this tension to highlight the benefits of the phone - it's efficiency - by pointing out how absurd we all look when we're stuck in them. It was a bold move, but this was the strategy and idea behind the entire launch campaign, summed up with the line: "Be here now."