DROID – WHEN IT MATTERS
It was time for DROID to grow up. No more robots and sci-fi. DROIDs are powerful, no-nonsense, sophisticated devices that stand for substance. The premier of a new line of powerful Motorola devices with the DROID moniker was the perfect opportunity to release the new WHEN IT MATTERS campaign. This new brand identity sat apart from the the crowded smartphone marketplace and extended across all media channels, focusing on the four pillars of the new DROID brand. Strength. Endurance. Detail. Intelligence.