Malachy Walsh
Copywriter | Creative Director
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Nokia

IT'S YOUR LIFE IN THERE

The first ad campaign to recognize just what phones mean to us. These ads were inducted into MOMA, won a Bronze Effie, swept the NY Addys and were featured on NBC’s TODAY Show. They started with an idea that wasn't completely understood at the time: Phones were no longer phones but an essential part of ourselves.

The campaign which included national TV, a website, banners, and more, drove sales up by 18%.

Ed. His ringtone was more than a call to answer the phone.

Jill. How do you know when a relationship is really over?

Kate. A song can come to you at any hour. How do you hold on to it?

Konkles. They wanted to improve their relationship. And they did.

  "What's In Your Phone?”  This coffee table book brought out the best stories from people who used their phone for more than a call.

"What's In Your Phone?” This coffee table book brought out the best stories from people who used their phone for more than a call.

  Spread from "What's In Your Phone?"  My phone knows everybody. Even Uncle Chuck.

Spread from "What's In Your Phone?" My phone knows everybody. Even Uncle Chuck.

  Spread from "What's In Your Phone?"  Newton was nowhere near the office when he discovered gravity.

Spread from "What's In Your Phone?" Newton was nowhere near the office when he discovered gravity.

  Spread from "What's In Your Phone?"  The soundtrack for life that you take everywhere.

Spread from "What's In Your Phone?" The soundtrack for life that you take everywhere.

Eleanor. This was the first story I shot using a Sony handheld. It was used to fire up the viral campaign. I still love it.

  It's Your Life In There — Microsite  We cultivated user generated content and sold product at the same time. Who knew? BlueFuseNY built the site and banners.

It's Your Life In There — Microsite
We cultivated user generated content and sold product at the same time. Who knew? BlueFuseNY built the site and banners.