vertu

Vertu had established a strong reputation for rational elements (such as quality of materials and manufacture) and was looking to now deepen the emotional connection between the brand and its users. So we were tasked with developing a simple, globally meaningful, creative vehicle which would reinforce the intimacy and intensity of each user’s relationship with his or her precious Vertu phone. It was the moment of first holding a Vertu phone that did most to convert prospects into believers; and, given the timeless association of holding something tightly in one’s hand with devotion and connection, it made sense to make this our creative focus. And if the hands doing the holding could belong to some of the world’s highest achievers, admired by our prospects across the globe, then so much the better...

The Vertu work looks pretty simple, but simple is tough. Sometimes the most intelligent, well-meaning comments can sometimes harm a brand. Here’s what could have happened:

“I love it. Just one thing, could we see more of her face? After all we want people to recognise her.”

“Ooh… didn’t we have any happier pictures? Perhaps we should put ‘Michelle’ in front of ‘Yeoh’, just to be on the safe side? We want people to know it’s her.”

“Excellent. Although… isn’t the phone is a little hard to see? What do you think about a packshot? Elegantly done of course! How do you feel about having a colour picture?

“I had a bit of a panic last night… what if someone sees the ad, loves the phone, but doesn’t know where to buy one? Aren’t we missing a trick?”

“I’m more comfortable with that. Oh and just one thing, it’s a bit silly but I’ll say it anyway... Should we just say “Michelle Yeoh loves her Vertu phone.” Then support it with why she loves it? We are fortunate to have lots of good things to say about the phone after all.”

“Perfect.” “I wouldn’t change a thing. Thanks guys.”

It all makes sense, but which phone would you pay a premium for?

A) B)

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