Above+Beyond 's OnePlus Campaign Turns Customers Comments into New Mobile Phones

OnePlus, the smartphone disrupter brand, is launching a new kind of ad campaign across Europe. 

Created and produced by Above+Beyond, the #NeverSettleFilm campaign, celebrates OnePlus’ open innovation culture by involving its community in yet another aspect of its business efforts.

OnePlus, founded in 2013, is now a billion-dollar business, launched with the principle of working hand-in-hand with smartphone users who only ever demand the best. It now boasts a highly engaged community of fans, including 1.3 million forum members from more than 183 countries, who guide all OnePlus new product development through their feedback.

Above+Beyond’s campaign takes this collaborative structure one step further by involving the fans in the brand’s advertising, with a film made by incorporating ideas from the OnePlus community. Above+Beyond will create six versions of the #NeverSettleFilm, taking the best and most interesting suggestions and incorporating them into each new iteration. The final version will be shown at the launch of the upcoming OnePlus 6.

All the films will take place in an ever-evolving set with the narrative captured in one single take each time. They will be produced in-house at Above+Beyond, and directed by independent director Carly Cussen, best known for her Grime and pop promo work for the likes of Little Mix and Stormzy.

Above+Beyond was appointed to the OnePlus account following a competitive three-way pitch in February. It’s the first win for the agency under the leadership of its new MD, Tom Bedwell, who said: “OnePlus is a dream brand for us. As the creative agency for the audience age, we’re incredibly excited to be working with a brand that has a truly engaged community at its centre, and is disrupting a highly competitive category with an audience-led approach to innovation.”

David Sanmartin, Head of European Marketing at OnePlus, said: “OnePlus is a brand built around an incredibly passionate Community. We involve our Community in all major decisions around our products, so it makes perfect sense to include them in our advertising as well. We're excited to work with Above+Beyond, who have immediately demonstrated a deep understanding of the OnePlus spirit and our Community."