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Nokia ‘Highway’ advert

Agency: Wieden+Kennedy

Client: Nokia

In January 2010, Nokia announced to the world it was introducing free turn-by-turn voice guided walk and drive navigation on all Nokia Smartphones.

The brand’s Ovi Maps enables satnav functionality in over 70 countries and Wieden + Kennedy London has created a global campaign to celebrate this.

The ‘Highway’ campaign breaks in the UK and across the globe on May 4. The TVC and supporting print carry the message ‘may everyone everywhere find their way’, and features real people from around the world using their Nokia handsets to help them reach their destinations, while using unique modes of transport.

The campaign starts with Kerry McLean and his one wheel, hand-crafted monocycle – travelling from Michigan to visit his brother in Atlanta.  

We meet Mr Wu and his talking robot as they journey through Shanghai.  We see innovative shoe designer Hetty Rose walking the streets of London in a pair of bespoke shoes designed to look like cars seeking out and finding out one of London’s unique shoe stores.

We see Ibrahim and his elephant negotiating the streets of Jaipur, in India, on their way to The Elephant Festival.

We travel to Italy and see Dean Orton who runs the biggest Vespa and Lambretta garage in Italy  riding with his friends to attend a weekend with other modified, vintage scooter enthusiasts.  

The campaign will also extend online with some exciting digital initiatives to be announced in the coming months.

“At Nokia, we always start with the human problem, and only then look to find the resolution through technology.  Here, it was a simple observation, but one which bothered us nonetheless: how in 2010 are people still getting lost?  And the answer is actually in your pocket,” said Joanne Savage, Marketing Director: Global Nokia Marketing Creation (Focused Campaign).

“Our Nokia smartphones are all GPS-enabled, so we simply decided to give this away for free, the equivalent of a top-of-the-range satnav, for everyone everywhere. “

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