CASETiFY highlights drop protection with creative ad campaign

Lifestyle tech accessory brand CASETiFY has unveiled a new advertising campaign that showcases the impact journey of consumers' smartphones and the importance of protection. It also aims to demonstrate complex product benefits such as drop protection and military grade standards through stunning creative content.

Partnering with Joseph’s Machines, a 1M+ follower YouTube account widely known for using kinetics to create comical chain-reaction machines, the brand captures the delightfully silly journey that phones may go through on a given day, while being protected by the Bounce Case, which is said to be capable of withstanding drops of up to 21.3 ft.

The one-take video, which took over 61 takes to produce in a six-stage hand-made obstacle course, showcases Joseph’s creative solution to snoozing the iPhone 14 Pro’s alarm clock.

By pulling his teddy bear, the device is immediately struck by a hammer that takes it flying around the room, dropping in hundreds of manners and surviving painful impacts.

Some of the most nerve-wracking moments of the video include the camera module being hit by a rock, the entire device about to drop in a water bucket or the ten impacts that the Bounce Case resists in a pinball-like machine. The final scene features an iPhone flying out of the window. During the testing process leading to the video, the iPhone suffered more than 1,000 drops.

The advertising video shows a commitment from CASETiFY to work with the most creative minds in finding artful ways to express its message to our ever-young and content-hungry audience.

Avisha Gopal, senior manager of influencer content at CASETiFY, said: “At CASETiFY, we love championing creativity. Working with the world’s most genial creators puts our brand at the centre of their great ideas, making complex and dry topics such as drop protection accessible to a wider audience”.

Launched 11 years ago, CASETiFY was first known for the possibility of using Instagram pictures to personalise one’s phone case. Some of the landmark collaborations that the brand has carried out include Yayoi Kusama and M+ Museum in the art world, pop music icons such as BTS or Olivia Rodrigo, as well as iconic fan franchises such as Barbie, Harry Potter, Star Wars or Netflix shows such as Stranger Things.

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