Huawei
P10 launch
How can you build a technology brand using culture?
The Huawei P10 smartphone features a category-leading Leica camera. We needed to demonstrate that if you were serious about photography then this phone was the only choice. The tech was impressive, but we also needed to define its place in culture.
The selfie: a defining phenomenon of 21st century life. We partnered Huawei with the Saatchi Gallery and commissioned a set of esteemed Saatchi artists to use the P10 to give their take on modern portraiture.
Their responses became the icons of our campaign. They featured at the P10 launch at the World Mobile Congress and in the Saatchi Gallery in London alongside an exhibition that explored the history of the selfie.
The campaign extended to include a content partnership with Pantone and an accessories collaboration as part of Milan Fashion Week, firmly cementing Huawei’s place as an arbiter of contemporary culture.
