Consumer electronics company TCL has made mobile devices for other companies for years, but the TV manufacturer is now getting into the mobile industry under its own name. It’s hired consultancy Fearlessly Frank to help it launch its global mobile brand and campaign.
TCL and Fearlessly Frank are introducing the brand with a campaign, ‘Display Greatness,’ to complement TCL’s consumer electronics product range.
TCL states that it is the second largest TV manufacturer in the world. For nearly 20 years, the company has manufactured and distributed mobile devices around the world, mostly under the Alcatel brand and more recently the BlackBerry and Palm brands. With the introduction of the TCL Plex, TCL Mobile enters the smartphone market under its own brand.
‘Display Greatness’ is a philosophy and a call-to-action for consumers to share what makes them great and inspiring to others. The campaign features a diverse range of human stories – in the hero film, we see a professional pianist practicing and performing to a wowed audience, a woman studying for her degree, a boxer training for a fight and a hiker seeking the top of the mountain. As all complete their quests, they are framed in a display on the TCL Plex.
Agency: Fearlessly Frank
Creative Strategy Directors: Tom McInnes and David Sykes
Art Director: Alex Bucklee
Producer: Richard Crayton
Editor: Ben Smith
Consulting Director (Client Director): Dom Evans
ECDs: Ben Little and Wayne Guthrie
Production Company: Deadbeat Films
Director: Boris Thompson-Roylance
Producer: Anthony Toma
Post Production Companies: Unit Studios London and Cheat
Music Management: Damunki
Music Composition: Joacim Persson & Johan Alkenas
Sound Design: Speaking Sound
GM Global Marketing: Stefan Streit
Global Marketing Communications Director: Adrian Kwok
Lead Design for Global Marketing and Advertising: Adrian Eribal