What Was

The Objective

With Apple and Android dominating the smartphone market in recent years, BlackBerry has been pushed out of the limelight—but now is the perfect time for a comeback.

To reclaim its position, BlackBerry needed a campaign that directly addresses how people use their smartphones today. Over time, many have lost sight of a phone’s original purpose: to be a reliable and effective communication tool. The BlackBerry Passport brings this focus back to the forefront. While it boasts access to a wide range of Android apps and all the modern features users expect, it stands out as a premium device designed for productivity and functionality.