Everyone knows the story of BlackBerry, the cellphone giant that fell on hard times. My partner and I were the Global Creative Directors during the final few years and oversaw the relaunch of the brand and the launch of the BlackBerry Z10, the company's long-awaited answer to the iPhone. We produced a global anthem, product spots and print. But there was also an extensive integrated campaign using singer Alicia Keys, writer Neil Gaiman and director Robert Rodriguez, where consumers were encouraged to collaborate with the celebrity via the Z10 and engage with the brand. Below are some samples from the campaign.