Dear Tim,
The Light Phone was inspired by two Google app designers that grew weary of what they were being briefed to do. So they set their minds toward trying to help people to pull back from technology a bit. They developed a beautiful product designed to be used as little as possible; focusing on just the essential tools one needs to live their life. And based on what he was saying, we thought a certain outspoken tech giant might really like it. So we reached out — with an integrated campaign aimed at launching a revolution.
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The brief was simple. Let’s get the attention of Apple CEO, Tim Cook. We care deeply about the future of technology and humanity. We knew that if we could just get in touch with Tim we could craft a plan to save humanity and be more present.
We plotted out Tim’s commute from his home in Palo Alto to Apple HQ in Cupertino and we bought a bunch of billboards along the way.
Still no word from Tim so we decided to buy a full page spread in the New York Times and see if we could get his attention that way.
Tim seemed to be ignoring us so we tried to play his game and we built an App Store. It was a lot like his App Store but ours sold real physical things.
Creative by Me & the Bullish creative team