London tech challenger brings latest smartphone launch to life with out-of-home spectacle in partnership with iProspect and DIABOLICAL, part of BUILDHOLLYWOOD.
London, UK. September 3rd, 2025 – iProspect, dentsu’s digital-first end-to-end media agency, has partnered with UK-based technology company Nothing to deliver a bold, unmissable out-of-home activation in London’s Shoreditch, celebrating the launch of Nothing’s latest smartphone, Phone (3).
The campaign showcases iProspect’s strength in connecting culture, creativity and performance media. Working alongside creative street advertising specialists DIABOLICAL, part of BUILDHOLLYWOOD, the agency brought Nothing’s iconic Glyph Matrix to life through a striking large-scale 3D build.
Since its founding in 2020, Nothing has rapidly become one of the most exciting disruptors in consumer tech, and iProspect has played a pivotal role in helping the brand cut through the dominance of legacy players. According to Canalys Q2 2025 data, Nothing was the fastest-growing smartphone company globally in Q2, achieving 177% year-on-year growth.
The Shoreditch installation features a giant 3D Phone (3), integrated with a bubble board visual and LED screen, designed to transform Nothing’s unique transparent design philosophy into a dynamic cultural moment.
For iProspect, the execution demonstrates how media innovation can drive cultural impact while delivering business outcomes. This activation is part of Nothing’s wider global campaign across OOH, social, YouTube and search, orchestrated to position Phone (3) as a true challenger brand and keep Nothing at the forefront of consumer conversation.
The Shoreditch build is live until September 14th, 2025, at 1 Quaker Street, London E1 6SZ.
Charlotte Obadiaru, Global Performance Marketing Manager, Nothing, said: “This installation perfectly embodies our philosophy of making technology more human and transparent. By bringing the Glyph Matrix into the physical world at scale, we’re not just advertising the phone, we’re creating a moment of connection between technology and culture.”
Claire Lancaster, Client Partner, iProspect, said: “Our collaboration with Nothing and Diabolical represents the very best of creativity in out-of-home. By reimagining the phone’s interface at super scale, we’ve helped Nothing make a bold statement that speaks directly to our target audience, allowing them to cut through the noise in an increasingly crowded marketplace.”
Opeyemi Oloruntade, Senior Account Manager, BUILDHOLLYWOOD, said: “Nothing is really making tech fun again – blending creativity and tech on the streets of Shoreditch. It was great to work with the team on their first OOH creative build, our largest phone model to date, brought to life with our in-house creative studio. We’re excited to see what’s next from Nothing!”
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For more information, please contact:
Kirstie Holsworth | Kirstie.holsworth@dentsu.com m | 07983 354943
Emily Craner | Emily.Craner@dentsu.com
Lewis Hopkins | Lewis.hopkins@nothing.tech
About Nothing Tech:
Born in London in 2020, Nothing is building a different kind of tech company – one that inspires human creativity by putting people, design, and excitement back at the centre. From award-winning smartphones to audio products that look and sound different, we’re reimagining how technology should make you feel. Built openly and in collaboration with our global community of over 3 million people, our products are more expressive, more personal, and more fun. In just four years, we’ve surpassed $1 billion in lifetime revenue.
About iProspect:
iProspect, a dentsu company, is a global digital-first end-to-end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands, including Netflix, IKEA, Kering, Carlsberg and more. The iProspect team works across a network of more than 8,000 media and performance specialists spread across 93 global markets.
About BUILDHOLLYWOOD:
BUILDHOLLYWOOD celebrates our cities, brimming with all sorts of people, lifestyles and culture. They believe the street is a space where emerging talent can share and be recognised alongside the best art, fashion, music and culture releases. By developing street-level poster space in carefully curated locations across the UK, they place creativity in the heart of our cities. Built on an art school mentality that stretches back decades to their founder, they have a collection of agencies – DIABOLICAL, JACK and JACK ARTS who specialise in their sectors to produce street-level poster campaigns, creative billboards, hand-painted murals, interactive installations, ambient and unique experiential campaigns to create authentic interactions with people on the street.
