Nokia: Conveying handset durability with power

We were asked to create a Global launch moment for the new ‘ruggid’ Nokia XR20 5G smartphone. They wanted something asset-led that communicated classic Nokia durability, in an editorially compelling way.

Our response?

We got Roberto Carlos – world renowned as the man with the most powerful kick in football – to recreate his famous ‘Banana’ free kick from 1997. This time though, aiming directly at the super tough XR20. This was to be the device’s #ToughestTest yet.

Alongside Roberto was street footballer and influencer Lisa Zimouche who also put the phone through it’s paces with her trademark kicks and flicks.

Designed for editorial and social channels, we created a 60 second hero edit, and a number of 15-30 second cut downs, acting as teasers. In addition, armed with hi-res stills and talent interview time, we hit the media on launch day.


Globally, we secured over 3,200 pieces of media  coverage across 43 markets. UK highlights included GQ, The Sun, PA, Daily Mirror and London Evening Standard.

The hero content was viewed over 170,000 times in two days organically and traffic to rose 47% during launch week.

Our content is due to air in Finland – Nokia’s home country – as a TV ad very soon.