, DraftFCB Toronto, art directorDavid Horovitch
, DraftFCB Toronto, writerSteve DiLorenzo
, DraftFCB TorontoDraftFCB NY, creative directorAlfons Hudescu
, DraftFCB Toronto, information architectDov Atlin
, DraftFCB Toronto, programmersJohn Swartz
, DraftFCB NY, project managerDraftFCB Toronto
, project design and developmentDraftFCB
, ad agencyRobert Ting
, Motorola, client
"Utilizes travel imagery and audio to demonstrate the need for an international phone menu system." —juror Liz Castro
"I loved having so much of the content accompanied by voiceover explaining what I was looking at and walking me through the ideas and execution. It developed, for me, a deeper appreciation and understanding of a product that we all carry around everyday. I found myself spending far more time exploring this phone than I had planned." —juror Jason Zada
Overview: More documentary than advertisement, Motofone tells the story of a team of designers who traveled to three continents to develop a phone suited to the harsh conditions of emerging markets. Videos, audio tracks and animation come to life through an interface inspired by dust storms.
• 5 interactive videos
• 15 minutes of audio narration
• Subtitling engine
Comments by Steve DiLorenzo:
"This site tells the story of a team of Motorola designers that traveled to three continents to research and, more importantly, experience the harsh living conditions surrounding people in emerging markets.
"The designers braved dust storms in India, rain storms in rural China and even took sweat into consideration due to the excessive heat they were subjected to in the markets of New Delhi. Language, too, was an issue; the result was the creation of a literal, easy-to-read 'language agnostic' menu system inspired by everyday symbols used in the regions they visited.
"From their findings, insights and failures the team was able to rethink the cell phone so that people in geographically-challenged areas would no longer be 'unconnected.'"