SNAPDRAGON

How do you create affinity for an ingredient brand that you can’t see, hear, feel or touch? Qualcomm’s Snapdragon processors are inside 60% of the world’s smartphones but no one knew it except for a handful of geeky engineering types. To get the word out, we created a tiny dragon character who embodied the Snapdragon processor. He’s fast, powerful, and cute—but not that cute.