The work
Liberty leading the people
- Client
- Qualcomm
- Industry
- Technology
- Date
- February 2025
About Qualcomm
A component brand most people have never chosen, in a device nearly all of them own.
Qualcomm sits inside the phone rather than on it. The work had to build meaning for a brand the audience encounters daily and thinks about never — without resorting to a specification sheet.
The challenge we take on
Explaining silicon to people who have no reason to care what is inside the case.
Ingredient brands usually solve this with performance claims nobody can verify. We went the other way and made the argument about what the technology releases people to do, which put the campaign in territory the phone makers themselves had left empty.
The idea
The best technology is the one that stops asking for your attention.
We framed the chip as the thing that removes friction rather than the thing that adds power. Each execution ends on a person doing something entirely un-technological, made possible by a device that never interrupted them.
The execution
Shot on the hardware it was advertising.
The whole campaign was captured on devices running the processor in question. That was a production constraint and a proof point at once, and it settled most of the arguments about whether the claim held.
KPI
Performance snapshot
+29%
Aided awareness
Growth in recognition of the brand among smartphone buyers in target markets
6
Markets
Simultaneous launch across six European markets from a single production
+18%
Purchase influence
Rise in buyers naming the component as a factor in their device choice
100%
Shot in-device
Every frame captured on hardware running the processor being advertised