The Social Campaign

Was designed to tease out certain aspects of the products in an ironic way. The irony comes from the well-known trope and social fear that "the robots are coming and will take over," in a lighthearted way, of course. A post will go out once a week in the months leading up to the launch.

1st Post - THE ROBOTS ARE HERE

A large and bold statement depicting the bots with their robot dog companion, posing as if they are humans. Their bodies are intertwined in the copy, cutting between very un-robotic poses. The scaling of the robots in their placement is purposely done to make the robots look heroic and unapologetic, almost with the attitude of a fashion shoot.

2nd Post - Hi Robot

A play on the common "Hi robot" saying draws a visual parallel between a human face and the robot's face in a split-screen visual, playing with the alliteration of "Hi Robot" & "Buy Robot."

3rd Post - Machine Learning

Using the same split-screen visual tactic as the 2nd post, drawing attention to the very easy jump that these robots make from machine learning—which historically has been a purely digital activity—to the very physical activity of walking. Not an insignificant act in the world of robotics.

4th Post - A Nod to the Geeks

The last post in the chain. A nod to the geeks, as close as we can get without infringing on copyright law. An homage to the very first Star Wars, where Obi-Wan uses his Jedi mind tricks to convince a stormtrooper that "These aren’t the droids they are looking for," changed slightly to make it more of a positive purchase statement: "Are these the robots you’re looking for?” Mimicking the well know and very retro transitions we saw in the original Star Wars.