nobile phone
by starhub
A phone made with absolutely NO input from women
On International Women’s Day, most ads look the same—uplifting but ultimately shallow messages wrapped in overused shades of purple and pink. But StarHub wanted to go beyond feel-good gestures and spotlight the many, often overlooked innovations made by women.
So, instead of another soppy ad cheerleading women, we created a product: a phone stripped of all technologies developed by women. A device with no Wi-Fi, no Bluetooth, no GPS, no Caller ID, no contact list, no call button—and a long list of No’s.
Launched as the latest smartphone release—via film, social media, and even in stores—our phone served as tangible proof of how basic and boring tech would be without women.
case study
film
product
Agency: TBWA\ Singapore • Client: StarHub • Product: International Women’s Day • CCO: Peter Khoury • ECD: Asheen Naidu • Writers: Tricia Vergara / Julián Gutiérrez • AD: Su-Lynn Goh / Kooichi Chee / Liam Annis • Account Servicing: Kimberley Kiew • Strategy: Zeen Tng / Tom Hargreaves • Producers: Sariyanti Sannie / Una Yoon / Gabriel Li • Production Company: SixToes TV • Animation Company: Wicked Pixels South Africa
