The Nokia N8 has a macro-lens attachment, CellScope. This was a technical detail only nerds could love until W+K and Aardman turned into magical must-have for everyman. This sums up their strategy quite well, "It's not technology, it's what you do with it"
Bonus: see also the making of Dot.
Agency: Wieden + Kennedy, London
Director: Sumo Science
Production Company: Aardman Animations