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Nokia’s first campaign for its digital health products introduced by TBD

After recently becoming the global agency for Nokia’s Digital Health products, San Francisco-based TBD and Nokia have revealed their first integrated brand campaign, 'Know Yourself,' that showcases the Nokia Body+ smart scale, one of the key products in the ecosystem of Nokia’s connected digital health solutions.

Timed to coincide with New Year’s resolutions, the campaign, including broadcast, digital and social, shines a light on how the Nokia Body+ scale uses technology to connect users to their health on a deeper, personalized level.

Shot entirely in a stylized black and white format, the campaign’s 30-second spot opens on six men and women of varying sizes and body types, yet all weighing the same, highlighting the product’s most basic feature – weight. As the voiceover reminds us that “even when created equal, we are not the same,” the Nokia Body+ metrics fade in and out to display the smart scale’s additional tracking capabilities – muscle mass, body fat, water percentage, and bone mass – and to highlight the uniqueness of each person’s body composition. The spot closes with an acknowledgment of the participant’s shared insights into better long-term health.

“This is not just an ad, it's an experiment,” said Rafael Rizuto, TBD chief creative officer. “We are challenging the traditional concept of a scale by showing that weight is given too much weight. This is why we selected a diverse cast who all weigh exactly the same, yet physically and internally they are each so different. The Nokia Body+ is the catalyst unveiling all the things that make you you."

The campaign launched just over a month after Nokia and TBD announced their partnership. 

“Today, we are ‘walking heads’ – more attached to our devices than our bodies,” commented Virginia Wang, TBD chief strategy officer. “We are working with Nokia to connect the dots between mind and body, enabling people to take control of their own health and to shift from a relationship of personal neglect to appreciation and understanding.”

TBD: Nokia 'Know Yourself'

Agency: TBD
Client: Nokia
Date: January 2018
After recently becoming the global agency for Nokia’s digital health products, San Francisco-based TBD and Nokia have revealed their first integrated brand campaign that showcases the Nokia Body+ smart scale, one of the key products in the ecosystem of Nokia’s connected digital health solutions.
Timed to coincide with New Year’s resolutions, the campaign, including broadcast, digital and social, shines a light on how the Nokia Body+ scale uses technology to connect users to their health on a deeper, personalized level.
Shot entirely in a stylized black and white format, the campaign’s 30-second spot opens on six men and women of varying sizes and body types, yet all weighing the same, highlighting the product’s most basic feature – weight. As the voiceover reminds us that “even when created equal, we are not the same,” the Nokia Body+ metrics fade in and out to display the smart scale’s additional tracking capabilities – muscle mass, body fat, water percentage, and bone mass – and to highlight the uniqueness of each person’s body composition. The spot closes with an acknowledgment of the participant’s shared insights into better long-term health.
Credits:
 
 
Client - Nokia Health:
Rob Le Bras-Brown, Global Head of Nokia digital health
Gemini Babla, Global Head of Marketing
Gunther Lie, Head of Brand and Creative
Vicki McRae, Head of Marketing North America
Lucie Broto, Head of Marketing EMEA
Brent Hall, Head of Digital
Morgane Descat, Product Manager
Mike Scott, Social Media Specialist
Emily Ostendorf, Senior Project Manager
Ashish Gupta, Head of Marketing Sourcing
 
Agency - TBD:
Rafael Rizuto, Chief Creative Officer
Virginia Wang, Chief Strategy Officer
Jordan Warren, Chief Executive Officer
Mark Krajan, Creative Director
Steve Mapp, Creative Director
Roz Romney, Creative Director
Matt Ashworth, Creative Director
Miranda Maney, Copywriter
Chris Masse, Art Director
Courtney Schnitzer, Account Director
Ben Latimer, Executive Producer
Gina Squara, Digital, Growth & Marketing Strategy
Jeff Burger, Digital Strategy & Analytics
JJ Gaines, Business Affairs
 
Production Company - Furlined:
Stuart Parr, Director
Diane McArter, President
David Thorne, Sr. Executive Producer
Jay Wakefield, Executive Producer
Ail Goldstone, Head of Production
Andrew Graham, Producer
Max Goldman, DP
 
Free Society:
Tony Dimarco, Executive Producer
Andy McLoed, Executive Producer
Blake Edwards, Production Manager
Kelsey Larkin, Production Coordinator
Marc Guspie, Assistant Director
 
Editorial - Beast:
Connor McDonald, Editor
Brandy Troxler, Additional Editing
Darren Orr, Finishing
Jeff Bielat, Producer
Jon Ettinger, EP
 
Allied Motion Graphics:
Joe Macken, Motion Graphics
Andrew Bogen, Motion Graphics
Gordon Wittmann, Producer
 
Photography - Bryce Duffy Photography:
Bryce Duffy, Photographer
Kevin Vu, Photographer Assistant
 
Digital Production - Giant Propeller:
(from Ben/Courtney)
 
Audio Production - One Union:
Eben Carr, Mixer
Lauren Mask, EP
Ruby Biloskirka-Conley, EP
 
Music:
Composer: Sergey Wednesday
Remix: Paul Bessenbacher
Producer: Paul Schultz
 
Transcreation - Craft:
Toby Luther, Managing Director Craft Health
Sun Eo, Senior Project Manager
Vanessa Mokrab, Client Manager
 
Media Agency - Mediasmith:
John Cate, President & COO
Greg Pomaro, SVP Media Director
Marcus Pratt, VP Insights & Technology
Abraham Alegria, Associate Media Director
Cody Hazen, Media Supervisor
Tags: United States
 
 
 
 
 
 
 
 
 
 
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