Farming creative brand strategy HTC

HTC has announced the launch of, as she put it, the most ambitious campaign in its history - Brand Strategy Change (trans. Change). The face of the new advertising campaign, HTC has become renowned actor and director Robert Downey Jr..

In the words of HTC, its new brand strategy is based on the legacy of 17 years of continuous innovation and conveys the idea of ​​a constant search technology, and an effort to provide users with all necessary.

In the story of the campaign known actor opens for each world of possibilities that have emerged due to HTC. In each video are different variations of interpretations of abbreviations HTC, on, at first glance, ridiculous to the hilarious - for example, Humongous Tinfoil Catamaran (trans. "huge catamaran foil") or Hipster Troll Carwash (trans. "car wash from hipster-trolls") .

The first promotional video starring Robert Downey Jr.. was shot in Miami, directed by Bryan Buckley of Hungry Man, and the soundtrack to it was written by Beacon Street Studios in Los Angeles. Its output will be accompanied by the largest multi-channel advertising campaign in social networks, on television, in print, point of sale and on outdoor advertising media. Then the image events will be held, covering technology family of smartphones HTC One.