DDB San Francisco’s New Creative for Qualcomm Brings a More Amazing Future Forward Faster

Latest Installment of “Why Wait” Brand Campaign Showcases Qualcomm as the Essential Accelerator of Innovation

Today Qualcomm, a wireless technology and innovation company, will begin rolling out the next phase of a national campaign created by DDB San Francisco. The campaign is a continuation of an integrated global effort – titled “Why Wait” – that debuted last spring to establish Qualcomm’s inventive spirit and essential role in driving progress in the mobile industry and beyond.


Qualcomm has connected the phone to the Internet and is now working to connect the Internet to everything. This continuation of the “Why Wait” campaign brings to life Qualcomm’s restless spirit to invent and share technologies at speed and scale.

The work poses intriguing questions about the future of technology and declares, “As the world asks ‘what’s next?’ Qualcomm says, ‘Why Wait.’” The new work brings to life key Qualcomm® innovations across the Internet of Things, Connectivity, Cognitive Technologies and Mobile experiences.

The integrated campaign includes video, experiential, print, OOH and digital placements that work together to demonstrate how Qualcomm® technologies are bringing the future forward faster and making a positive impact on everyday life.

The new campaign creative, which targets tech influencers, includes two compelling initiatives that make its point impossible to ignore: A set of new Qualcomm videos titled Qualcomm Connections Series; and Qualcomm Invisible Museum

Qualcomm Connections Series Qualcomm’s new videos build stories around the connections that Qualcomm® wireless innovations bring to billions of people. Across three different narratives, there are several, digestible pieces of video content that describe specific Qualcomm contributions. The interwoven videos connect to form a narrative fabric. The episodic release of this content creates a powerful story that explains Qualcomm’s role in accelerating the future of mobile, IoT and connectivity technologies, and why it is essential in the world.

o   “The Date” follows a couple through a night out in a smart city and smart home, showcasing how Qualcomm® technology is shaping the Internet of Things.

o   “The Festival” features a family and friends at a music festival and shows how, even in a crowd, Qualcomm® technologies make connections strong and secure.

o   “The Terminal” illustrates a smarter, sleeker future as a fashion-forward businesswoman strolls through an airport terminal, where her experience is enhanced by Qualcomm® intuitive cognitive technologies.

True to the nature of the content, the video will be connected online across Qualcomm.com/whywait, Instagram, Facebook, YouTube and custom digital units. “The Date” is the first video to launch in January, with “The Festival” and “The Terminal” to follow in February and March.

Qualcomm Invisible Museum (experiential) – Qualcomm will introduce the “Invisible Museum” at CES 2016 in its booth, an interactive experience that turns an empty space into a vibrant exhibit that allows people to see Qualcomm and its contributions like never before.

It demonstrates how the company, whose innovations are mostly invisible, inspires amazing experiences and connections surrounding us everywhere.

Qualcomm and DDB San Francisco partnered with developer Nexus Interactive Arts to create the interactive experiences that pair museum pedestals with tablets by using augmented reality. When visitors hold their tablets up to one of the pedestals, what looked like a blank space will come to life, ultimately making key Qualcomm® innovations visible.

“To bring Qualcomm’s story of innovation to life we really had to push what was possible in branded content,” said Todd Grantham, President/CEO DDB San Francisco. “I’m proud of how the ‘Why Wait’ campaign is helping to build the global Qualcomm brand by demonstrating how their innovations are impacting our lives and advancing progress at rapid speed.” 


About DDB

DDB Worldwide (www.ddb.com) is one of the world's largest and most awarded advertising and marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2012 Cannes International Festival of Creativity, DDB won 82 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for the last 12 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY.


About Omnicom Group Inc.

Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

For further information on Omnicom and its brands, please visit www.omnicomgroup.com

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