PUTTING A HUMAN FACE TO BIG TECHNOLOGY
Ericsson needed to humanise their offering, take the tectonic advances they were making in the industry and personalise the innovations so they could be understood and appreciated by a wider audience.
We positioned the company as the visionary architects of a hyper-connected future using the language of fundamental craft skills to capture the simplicity of Ericsson's Constructive Thinking.
We worked with the award-winning photographer Gabriel Jones to conceive and shoot an ongoing series of portraits capturing the almost mystical moment when inspiration becomes innovation and begins building a real future of tangible change.
The Constructive Thinking philosophy was then introduced across all the Ericsson communication channels and launched globally at the CITA Wireless Expo in New Orleans in spring 2003.