Challenge
Light Phone is a "dumb phone" that wants to help people take more ownership of their attention by giving them a well-designed phone with all the tools you need and none of the time-sucking features you don't. It is an unapologetically less-than option. And it was getting drowned out by all the energy around iPhones and more.
Insight
Even the most disciplined of us find it hard to "go light" and opt out of a device that delivers constant content to carry us through our day.
Solution
We turned our technology into an ideology that not only we believed in but - importantly - Tim Cook did too.
Results
