Research in Motion, Waterloo, Ontario

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Company: Research in Motion, Waterloo, Ontario
Agency: N/A Market: Mobile executives
Quick chase: The eye gravitates to the user of the product, not the product itself. Like the art direction, the copy focuses on the user, too. In this case, the subject is John Lee, co-publisher of a magazine that focuses on worldwide Asian culture. Well-turned copy explains how Lee uses his BlackBerry to more fluidly manage his business. "Now I can jet off to Hong Kong with my office in my pocket."
Chasers' choice: Gloat
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