Spray and walk away: Cut Collective heads outdoors for Nokia’s Lumia launch

Otis Frizzell recently put his hand to the wall to brighten up Ponsonby’s Sohole and promote the new Samsung Galaxy Note, a very cool piece of kit that sits somewhere between a phone and a tablet and harks back to the golden age of cellular technology by being massive and rocking a stylus. And now some other talented Kiwi artists are using their skills to help launch another fancy gadget, with Cut Collective transforming a couple of billboards in Auckland and Wellington for Nokia’s new Lumia.

The artists were commissioned by Carat to create works that not only represent the new Nokia smartphone range, but also convey Nokia’s new brand essence of ‘Amazing Everyday’, which is also being blasted over TV, online, radio and below-the-line for the Lumia campaign.

“We wanted to do something a little different with our out-of-home advertising for the Nokia Lumia launch to capture people’s imagination and attention,” says Nokia’s head of marketing, Jolaine Boyd. “ … This campaign, along with our wider marketing efforts, plays right into that.”

Last week the ‘All Blacks coptercam take down’ video, which was created by Colenso BBDO, certainly did that for Nokia and the video has now had more than half a million hits on YouTube.

Cut Collective will also be taking their paint brushes and spray cans to the corner of New North and Sandringham roads in Kingsland next week (every day from 11am-1pm) should you wish to see the process in action.


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