The challenge
Our client asked us to ideate and develop an advertising campaign for the launch of the Huawei Nova 3i in Singapore. The challenge was to get young adults to choose Huawei over other phone brands, especially gamers, since Huawei isn’t the first choice among them.
The human truth
In 2018, it was as though one could only be cool when owning a Samsung or an Apple device. So this campaign was to convey that Huawei, and specifically the Nova 3i model, was the right choice for those who dare to be different — for those who choose to be themselves over blending in.
The idea
We wanted to tell a story about taking pride in being different. So we portrayed people who are unapologetic about the way they are and the choices they make, encouraging our audiences to embrace their uniqueness.
The execution
We created a series of key visuals to communicate the main brand message. On social media, we published content that matched specific product features to personality traits, allowing us to connect with our audiences on an emotional level.
