After 7 years of pushing the envelope of smartphones, OnePlus understood that the most lucrative opportunity was no longer in the latest and the greatest technology. Instead it was to be found in budget phones, produced for the mass market. A risky move for a company whose target group consists of almost entirely tech-enthusiasts and early adopters.

Other companies have launched budget phones, pretending like their new release is truly groundbreaking, hoping that consumers wouldn’t notice a slightly downgraded processor, camera, or screen. We took a different approach. The launch campaign faced the issue head on, focusing on honesty and transparency — OnePlus Nord is not the cream of the crop, but it’s still pretty damn good. In fact, at its price point it’s pretty much everything you could ask for.