Motorola – SLVR Media Kit

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Call it folly, hubris or determination, but Fibre spent a year waiting for Motorola to agree to use Sam Buxton’s Mikroman for a press kit. (Obviously Fibre attributes it to determination not to mention a keen understanding of their client). They first got the idea of using his pop-up metal figure with the RAZR—a slim folding phone whose keypad suggested the very qualities of the Mikroman (which got Buxton short-listed for the Design Museum’s prestigious Designer-of-the-Year award). But it was more than a year before the client finally agreed.

Fibre created a pack for the RAZR’s younger sibling, the SLVR – another super-flat phone with a keypad like Buxton’s piece. Both phone and figure have the same message: so slim but so packed with rich details. And, left for journalists to construct Buxton’s popup SLVRman reinforced that message, while aligning the company with a prestigious designer. No small feat when Motorola is promoting its design kudos. Of course the kit got covered in design magazines like Design Week but more than that after an initial order of only a thousand press kits globally, the UK marketing manager reordered 10,000. Now that might be folly or hubris – no doubt there aren’t even that many journalists in the country.