Skype. On your phone. For reals.
In early 2010, Skype introduced its revolutionary mobile app that allowed users to place Skype calls from their mobile phones for the first time ever . To get Skype's huge user base excited about it, we gave Skype-enabled phones to five outdoor artists scattered around the globe who would transform user's messages into bespoke, shareable video content from around the world.
Operator, make me an ice sculpture
Skype users from across the world called the artists directly from the “Skype Outside” homepage to leave messages for their friends or family, and each artist turned the best ones into performances. Messages were transformed into woodcarvings, snow murals, circus acts and sculptures, and it was all filmed and put online.
Passing on the message
Each video message was sent back to its sender and added to the artist's YouTube channel for everyone to enjoy. We soon had a wealth of content, wrapping the product story and human story into one. People not only understood the message, but they also interacted with the product and Skype got to remind the world that it is a human brand.
Five unique artists from Australia, Japan, Turkey, Spain, and the US, taking messages from the public and turning them into art, creating over two million unique visits to the Skype Outside site, with over 120,000 download and installs.