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People recommend mobile phones they’ve had great experiences with. So companies should make products worth recommending.

By 2011, the largest portion of HTC’s growth was due to word of mouth, or recommendations. We thought they should capitalize on this and base their entire advertising and messaging on recommendations. So we created the As Recommended By campaign. 

Recommendations came from three credible sources. Tech Experts, Challengers - individuals who shared a relatable passion to a key feature, and Owners - people who had already bought the phone. All of which were asked to share their true opinions - good or bad.


Agency: Mother London | Client: HTC | Role: Interactive Art Director + Designer