Huawei P9:
#OO
How do you excite a global audience about a revolutionary dual lens device, co-engineered by Leica when you can't mention it or show it or even talk about it? Especially when the brand is largely unheard of outside China.
You take the dual lens feature and turn it into a hashtag #OO and engage the world's most exciting creators and influencers to co-create with their audience. Within a few weeks, thousands of images and films were shared and remixed on multiple social platforms globally which drew curiosity and intrigue from millions in the short build up to the launch.
Change the Way
You See the World.
To anchor the launch in the premium fashion space, we commissioned Mario Testino to shoot the thematic campaign featuring Henry Cavill and Scarlett Johansson. By combining high-fashion photography with a grassroots influencer series, we hit the market from both ends; the aspirational and the authentic.
As my second major launch as Global Creative Director, the hands-on nature of managing every asset across every region was a massive undertaking, but it remains the most successful launch in the brand's history.
As an activation to the launch, we issued a simple challenge to the Pan-European audience. Don't Snap. Shoot. to get them to rethink their smartphone photography and discover If they were just a "snapper” or a "shooter." OOH, digital display, social and print drove “shooters” to DontSnapShoot.com, to learn about the capabilities of the Leica-engineered P9 dual lens and enter using #dontsnapshoot”. The work was judged by Conde Nast editors. The winners won the ultimate photoshoot in China with the best images appeared in Conde Nast publications.
