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.
For the thematic campaign we combined photography with fashion by enlisting Mario Testino to shoot two of Hollywood's most fashionable A-Listers using the device as well as opening the #OO platform to public creators along with an extended influencers content series.
As my second major launch as Global Creative Director it was extremely challenging at times because I was very hands on across all channels, all assets and all regions. It paid off as this is still Huawei's most successful launch to date
Self Generated Content
Because I was overseeing all of the film shoots I saw it as an opportunity to create extra content using the device which could be used as the campaign rolled out over time. Below is a small selection of some of my images captured with the P9 in LA, Pasadena, Palm Springs, Joshua Tree and numerous other locations in California.
One of the biggest challenges was the thematic TVC because Scarlett Johannson and Henry Cavill were contracted well before we had any creative. Also they were both in the thick of productions for Ghost in the Shell and Superman which meant we were unable to do anything with them physically together. We did manage to get them together in the end though. Black Widow and Superman in the same room. It that even legal?
Post launch influencers content
We engaged numerous influencers over the full course of the campaign and it's impossible to show everything they did for the P9 but these two are worth a mention as we made a couple of films documenting their philosophies and what drives their creativity when taking photos for their feeds. Firstly Jack of @doyoutravel Insta-fame who has a terrible life traveling around the world and staying in the most amazing places for free.
And Eleanor Laura Davan Mills, AKA Ella of @deliciouslyella the British food photographer writer and entrepreneur who developed a huge following out of the "clean eating" fad several years ago. She didn't do too badly out of Huawei either.
Clareville
Sydney
Australia
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