Nokia: Know Yourself by TBD

Agency: TBD
Client: Nokia
Date: Jan 2018
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After recently becoming the global agency for Nokia’s digital health products, San Francisco-based TBD and Nokia have revealed their first integrated brand campaign that showcases the Nokia Body+ smart scale, one of the key products in the ecosystem of Nokia’s connected digital health solutions.

Timed to coincide with New Year’s resolutions, the campaign, including broadcast, digital and social, shines a light on how the Nokia Body+ scale uses technology to connect users to their health on a deeper, personalized level.

Shot entirely in a stylized black and white format, the campaign’s 30-second spot opens on six men and women of varying sizes and body types, yet all weighing the same, highlighting the product’s most basic feature – weight. As the voiceover reminds us that “even when created equal, we are not the same,” the Nokia Body+ metrics fade in and out to display the smart scale’s additional tracking capabilities – muscle mass, body fat, water percentage, and bone mass – and to highlight the uniqueness of each person’s body composition. The spot closes with an acknowledgment of the participant’s shared insights into better long-term health.


Client - Nokia Health:

Rob Le Bras-Brown, Global Head of Nokia digital health

Gemini Babla, Global Head of Marketing

Gunther Lie, Head of Brand and Creative

Vicki McRae, Head of Marketing North America

Lucie Broto, Head of Marketing EMEA

Brent Hall, Head of Digital

Morgane Descat, Product Manager

Mike Scott, Social Media Specialist

Emily Ostendorf, Senior Project Manager

Ashish Gupta, Head of Marketing Sourcing

Agency - TBD:

Rafael Rizuto, Chief Creative Officer

Virginia Wang, Chief Strategy Officer

Jordan Warren, Chief Executive Officer

Mark Krajan, Creative Director

Steve Mapp, Creative Director

Roz Romney, Creative Director

Matt Ashworth, Creative Director

Miranda Maney, Copywriter

Chris Masse, Art Director

Courtney Schnitzer, Account Director

Ben Latimer, Executive Producer

Gina Squara, Digital, Growth & Marketing Strategy

Jeff Burger, Digital Strategy & Analytics

JJ Gaines, Business Affairs

Production Company - Furlined:

Stuart Parr, Director

Diane McArter, President

David Thorne, Sr. Executive Producer

Jay Wakefield, Executive Producer

Ail Goldstone, Head of Production

Andrew Graham, Producer

Max Goldman, DP

Free Society:

Tony Dimarco, Executive Producer

Andy McLoed, Executive Producer

Blake Edwards, Production Manager

Kelsey Larkin, Production Coordinator

Marc Guspie, Assistant Director

Editorial - Beast:

Connor McDonald, Editor

Brandy Troxler, Additional Editing

Darren Orr, Finishing

Jeff Bielat, Producer

Jon Ettinger, EP

Allied Motion Graphics:

Joe Macken, Motion Graphics

Andrew Bogen, Motion Graphics

Gordon Wittmann, Producer

Photography - Bryce Duffy Photography:

Bryce Duffy, Photographer

Kevin Vu, Photographer Assistant

Digital Production - Giant Propeller:

Mike Bodkin, Executive Producer

Jordan Freda, Executive Producer

Lindsey Arnold, Producer

Yulia Shcherbinina, Project Coordinator

Tim Baldini, Creative Director

Sergio Cardenas, Art Director

Andres Barajas, Graphic Designer

Craig Aberman, Graphic Designer

Brian Hoffmann, Graphic Designer

Christina Smith, Graphic Designer

Conner Che, Graphic Designer

Mark Sudell, Graphic Designer

Ray Dougela, Photo Retouch

Boris Zhitomirsky, HTML5 Developer

Skender Beck, HTML5 Developer

Marco Mannoe, Copywriter

Audio Production - One Union:

Eben Carr, Mixer

Lauren Mask, EP

Ruby Biloskirka-Conley, EP


Composer: Sergey Wednesday

Remix: Paul Bessenbacher

Producer: Paul Schultz

Transcreation - Craft:

Toby Luther, Managing Director Craft Health

Sun Eo, Senior Project Manager

Vanessa Mokrab, Client Manager

Media Agency - Mediasmith:

John Cate, President & COO

Greg Pomaro, SVP Media Director

Marcus Pratt, VP Insights & Technology

Abraham Alegria, Associate Media Director

Cody Hazen, Media Supervisor