McCann: Capture The Horizon

OnePlus launches new flagship OnePlus 10 Pro 5G by launching it 38,000 meters into the stratosphere. McCann is the agency behind. Showcasing the trusted camera quality of OnePlus 10 Pro 5G, co-developed with Hasselblad, OnePlus sent their latest flagship into the stratosphere and captured stunning images of the horizon.

Please view the images of the horizon here: 
https://drive.google.com/drive/folders/15U07mRJ-WKa--uFoUmTq-U7D1rqJGOij

Please view the images of the module and phone here:
https://drive.google.com/drive/folders/18mb24FtoO69NaYJs5qpV9fRTNdtMA54R 

Link to the campaign video:
https://www.youtube.com/watch?v=yuSDW71nPJw

Today, Global mobile technology brand OnePlus launched ‘Capture Every Horizon’ campaign to celebrate the upcoming global launch of its latest flagship – OnePlus 10 Pro5G . The campaign highlights the Never Settle attitude of OnePlus by sending the phone into the stratosphere, in the ultimate challenge to showcase its camera quality, co-developed with Hasselblad. McCann Copenhagen is the agency behind.
 
Hasselblad was the first camera to take pictures on the moon, chosen due to their trust-worthy quality. Now, this reliable picture quality is available with a OnePlus 10 Pro5G powered by the second-generation Hasselblad Camera for Mobile.

But could the phone endure the demanding ascend to the edge of the world, encountering temperatures of minus 60 degrees and windspeeds of up to 200km/h and still take stunning images of the Horizon for the campaign? And could the module be recovered again once it landed? Noone knew for sure.

Regner Lotz, Creative Director at McCann (the creative agency behind this campaign) says, “It takes a brave brand to embark on a project where success is not guaranteed. But it is precisely projects like these that showcase OnePlus' "Never Settle" DNA. The attitude permeates through everything in their business. From their brand mission to their products. As an agency we need to live up to that attitude in the campaigns we create. This project has definitely been both exciting, creatively satisfying but also nerve wracking. We didn’t know our mission was going to be a successful before the very end. So, it was a big relief to recover the device and see the stunning images of the horizon OnePlus 10 Pro had captured.” 

The journey to the stratosphere was made possible using an extremely light-weight module tied to a weather balloon. The plus shaped module was covered in protective carbon and could carry 4 phones in 3d printed containers, putting them in a securely placed optimal position to capture images on the flight.

Stratoflights Gmbh who handled the flight, developed an app that uses meteorological calculations to track the module and estimate where it landed. Since the phone couldn’t be controlled during its flight to the stratosphere, another app was used to preprogram the phones to take image bursts autonomously. But the large OnePlus community also played a part in the realization of the project.

Kate Parkyn, Associate Marketing Director, OnePlus Europe, said, “At OnePlus, user experience is at the heart of everything we do. For the upcoming launch of OnePlus 10 Pro, we wanted to demonstrate the exceptional camera capabilities of our second-generation Hasselblad Camera for Mobile. We wanted to showcase the benefits of OnePlus Billion Color Solution to our users in a unique way which challenges the status quo. Hence, we set out for an ultimate Never Settle challenge to capture the horizon and indeed succeeded in capturing some beautiful images of the horizon. We are very proud of our association with Hasselblad and our confident of providing an even improved camera quality and experience to our users”. 

But it was not without challenges sending the phones 38,000 meters into the atmosphere, The launch itself went well, but the module landed in a 40-meter-high tree. After several salvage attempts, a professional climber was hired to get the module down. Fortunately, the phones had taken amazing pictures of the earth's horizon. Our mission was successful - we had captured the horizon!

About the campaign “Capture The Horizon”
· The campaign is developed for Europe
· The campaign includes a 60-second film, a 2-minute documentary and a gallery of images take from the flight.
· The campaign launches on web and outdoor
· Stratoflights Gmbh handled the ascend and the module build together with McCann
· Filmproduction: Outside the Club Gmbh
· Sound & Music mix: Larsen Vfx
· The launch was in Bad Pyrmont, Germany and the landing was near Korbach, Germany.
· The flight distance was approx. 83 km

About McCann Copenhagen
McCann is a full-service agency that develop strategically based creative concepts, design and campaigns to helps business earn a meaningful role in people’s lives.

For more information, please visit: www.mccann.dk.

About OnePlus    
OnePlus is a global mobile technology brand challenging conventional concepts of technology. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and high-performance hardware. OnePlus thrives on cultivating strong bonds and growing together with its community of users and fans.