Droid, Verizon's flagship device brand was lagging to the point of near extinction. Given one last chance to bring it back and make it relevant once again, we created the #FortyEight campaign starring Ed Norton. Jumping off from the strategy that the phone lasted 48 hours, we mapped a wild 48 hours for Ed and told the story backwards. The spot received over 18 million Youtube views and multiple requests to make the movie. As well as Cannes, OneShow and AICP, it won mcgarrybowen's first ever D&AD.
To tease the main piece, we ran an unbranded film with nothing but #FortyEight on the season’s finale of The Walking Dead. Twitter went crazy trying to figure it out – new Norton movie? Fight Club 2? Part of the Walking Dead, itself? We also dropped scenes from the film in social spaces.