sidekick lx

Winner of two Silver Addy Awards

The Sidekick LX targeted a very specific subculture that included extreme early adopters of the technology involved in near constant communication. Social networks, email, texts, and instant messaging were second nature to them and buzzwords to the rest of the population.

Sidekick users had always been extremely loyal to the brand and wouldn’t tolerate anything that didn’t feel honest and true to their lifestyle. That’s why we called in some of the top names in the culture (director Paul Hunter, choreographer Troy Kirby and music producer Polow da Don) to help us make this spot a reality.