The assignment.
Remember when shooting a TV spot in Argentina or South Africa was considered exotic and cost efficient?
Welcome to the new frontier.
Client & agency from Miami shoot campaign in Shenzhen, China, to be aired in France, with directors from Argentina, models from Croatia, Serbia & Ukraine.
The campaign is being unveiled as we speak during CES in Las Vegas, arguably the largest and most important global showcase for consumer electronics.
This will be the first mass & social major marketing push in Europe by Miami-based DDM Brands to build awareness and momentum for Yezz, its fast-growing brand of mobile devices with various operating systems: Billy (Windows), Andy (Android), Foxy (Firefox).
The target audience: global-minded teens, young adults and early adopters, who find shiny new objects irresistible yet are highly demanding and savvy when it comes to spending their hard-earned disposable income in new gadgets. These consumers can seem existentially voracious in their appetite for new technology but they don’t compromise on quality or design.
“Miami is the place we love and call home but we consider ourselves citizens of the world so our marketing efforts must reflect it. We’re going global and we’re going big,” expresses Luis Sosa, co-founder and CEO at DDM Brands.
“Great marketing falls short if the user experience and the product itself don’t fulfill and exceed expectations. I am Italian so industrial design and attention to detail are my obsessions,” adds marketing director Maurizio Festa-Sole.
“This campaign was conceived and executed with a social & global purpose. Needless to say, with minor tweaks it can and will be used in various markets on traditional media outlets, but the original strategy exceeds the local logic,” adds Gonzalo López Martí, creative director with agency López Martí Miami.
DDM Brands is teaming up for this effort with its European partner Avenir Telecom, a Marseille-based distributor with wholesale and retail reach all across the continent.
Yezz is also being displayed as master sponsor on the jerseys of two first division soccer teams in France: FC Girondins de Bordeaux and Lille LOSC.
Credits:
Client: DDM Brands – DDMBRANDS.COM
Product: Billy, Andy & Foxy by mobile phones by Yezz – SAYYEZZ.COM
Campaign description: three TV spots & various social media vignettes
Agency: López Martí Miami – LMMIAMI.COM
Production company: Pino – HELLOPINO.COM
Executive producer: Germán Paino
Directors: Germán Paino, Rocío Crudo
Director of photography: A Le
Producer in Shenzhen, China: Sophie Wu, Lisa Wang
Hair & make-up: Huazi
Wardrobe: Ding Ding
Lighting assistant: Xiao Qi
Studio, soundstage & equipment: Sa Zi
Editor: Martin Pimentel
Motion graphics & post: Eva Irungaray
Post production coordinator: Federico Visconti
Music & SFX: Juan Tortarolo
CLIENT
Yezz Mobile
What we did
TV Commercial