BITE Insight

Reminiscent of Michel Gondry’s iconic one shot music videos, OnePlus, the Chinese smartphone manufacturer, has created the bare bones of an ad and asked its community to fill in the details.

The finished version of the film will be used to launch the new OnePlus 6, a handset that has been designed with the help of a highly engaged Community. The campaign, #NeverSettle, celebrates this open innovation culture and the company’s ongoing commitment to listen closely to customer feedback.

Via social channels the most imaginative suggestions will be chosen to create six versions of the ad. The narrative will take place through an ever-evolving set and with a single camera take. Each iteration will be directed by independent director Carly Cussen.

The smartphone category loves to help customers be the most creative version of themselves. OnePlus has encouraged fans to share their creativity. Credit where credit’s due, the end of the film will build with the names of everyone who helped. Those less familiar with the brand will recognise OnePlus as a fun and creative company that works collaboratively and listens to its customers.