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Résumé
OnePlus Go Farther
Aug 2020 — Nov 2020
Art Director: Krissan Pattugalan
Junior Designer: Karen Guan, Meiran Xu
Photographer: Brady Robinson
During the early days of the pandemic, brands had to cancel all live events, prompting the OnePlus North America design team to innovate. We approached T-Mobile with a unique proposition: to market T-Mobile’s newly launched 5G network and announce a new OnePlus phone through a "phygital" experience. Thus, the "Go Farther" campaign was born.
Over three months, the OnePlus NA design team collaborated closely with The Bait Shoppe for fabrication, engineering, and tech support, and T-Mobile. We identified three remote locations within the US served by T-Mobile’s 5G network and set up OnePlus/T-Mobile branded “stores” at each site. Users and fans were invited to follow clues in a week-long scavenger hunt leading to these locations, with a prize awaiting the first to find each store.
The campaign was a resounding success in the pandemic lockdown era, earning The Bait Shoppe and OnePlus Adweek’s prestigious 2020 Experiential Campaign of the Year.