PR Campaign

Light Phone / Dear Tim

When every app and smartphone developer was asking, “How can we get people to use our products more,” two guys – Joe and Kai – boldly asked the opposite. Their result was Light Phone, a beautiful device designed to be used as little as possible.

And when it came time to launch Light Phone II, we thought a certain outspoken tech giant might like it based on what he was saying publicly. So, with virtually no budget, we decided maybe the best way to reach a lot of people was to create a hyper-personalized, handwritten, campaign for one.

The press noticed our bold strategy and rewarded us handsomely for it.