Rally Around Michelle

People can be cruel online. In our first-ever spot for HTC, we reveal how they can can also be amazing.


HTC, a multinational manufacturer of smartphones and tablets headquartered in Taiwan, was in the middle of its product life cycle with the HTC One products. There wouldn’t be any new news for a while and a brand re-organization meant delayed launches for its new flagship products. While the product was well reviewed and the brand still has capital with core users it never quite connected with a younger demographic. With an extremely limited budget, client asked us to develop content that would be relevant and connect with this audience, all in less than 3 weeks, in between product launches.


Cyber-bullying is a reality in today’s teen life, amplified by social media and the anonymity of technology. But one side that’s rarely highlighted among all the negative headlines is the fact that technology can also be an engine for good. We decided to create a film very much in the language of today’s teens, intentionally produced to feel organic that showed how people can also come together to help a friend in need. “Rally for Michelle” positioned HTC as a brand that understands the universal desire for acceptance and support, sharing a positive story that resonated with teens around the world. We also connected with the younger demographic through our choice of track for the film with the band "For King & Country," known for their own genuine positivity, and they promoted the video on their own social media channels.


Within 3 weeks, the script was concepted, produced, and released across HTC social channels around the world. The uniquely positive story earned coverage for HTC among many publications like by The Drum Creative Section, MediaPost, and Ad Age’s Creativity.

Privacy Policy

Butler, Shine, Stern & Partners (BSSP) is committed to protecting your privacy on the Internet, and this section of our website will explain our privacy policies regarding what information we collect, how we use it and how we keep it secure.

We maintain this website to provide information about our company to clients, potential clients, partners, and anyone else interested in learning more about BSSP. The BSSP website also provides information of general interest to the advertising industry community.

For our internal use only, we may collect and store general information about what pages you access, the date and time of your visit, the number of times you visit, the average time spent on the site, your IP address and the name of the domain from which you accessed our site, the name of the Internet address of the web site from which you directly linked to our site and other similar data about how you and our other visitors use our site. We also use cookies. The first time you visit our site, we assign you a session ID which is stored as a cookie on your computer. Cookies do not contain any personal information about you. We collect this information solely in order to learn more about the visitors to the different sections of our site and to help us make our site more useful and informative, and we will not share such information with anyone else for any reason.

On the BSSP website, we collect names and email addresses from visitors who wish to contact us and voluntarily provide us with their personal information. We also receive resumes and creative submissions that contain personal information. We use this information for internal purposes only and do not share it with other organizations. We do not send unsolicited emails to anyone who provides us with their email through our site.

BSSP has implemented a formal privacy and security policy and takes appropriate steps to maintain the security of all personal information we hold, both on our own account and for all of our clients.

Our websites contains “links” to many other sites, and we make every effort to only link to sites that share our high standards and respect for privacy. However, we are not responsible for the content or the privacy practices employed by other sites.