HUAWEI P10 launcH: integrated, global campaign
From selfie to
self-expression
Through the P10's market leading camera technology, we were asked to find Huawei's place in culture, positioning the brand at the intersection of art and technology.
We tapped into the cultural phenomenon of the selfie to highlight the devices category defining feature — the Leica front facing camera. Partnering with the Saatchi Gallery to challenge the notion that selfies are inane, elevating them to the realm of creative self-expression.
We commissioned Saatchi artists to redefine modern portraiture using the P10. The work was curated by Saatchi and exhibited at their gallery, as part of the world’s first exhibition exploring the history of the selfie from Velazquez to the present day.
CAMPAIGN VISUAL IDENTITY
A contemporary visual identity symbolised a viewfinder and Leica legacy. The identity was used across ATL and our social content, creating a consistent and ownable visual language for the campaign.
