When the creative team presented this groundbreaking concept to the marketing department, we encapsulated its essence in one powerful line: 'no other brand can do this ad.' In a world saturated with calls to download apps and visit websites, Glance, a preinstalled Lock Screen platform accessible without even unlocking the phone, emerged as a game-changer. Our vision was to render Unlock, download, and search buttons as relics, discarded across the nation, creating a wave of PR excitement around this revolutionary idea before launching it with a brand-defining AV campaign. Despite tight budgets and limited resources, we executed this concept with remarkable precision. The campaign generated impressive numbers in terms of impressions and reach, ultimately fostering heightened brand awareness. I have contributed with the campaign idea, creative direction and direction of the brand AV.