P30 is coming.


Huawei P30 was about to be premiered. Our task was to tease it and create expectation, without unveiling its final look just yet. We showed it, without showing.

Client

  • Huawei Global

My Role

Concept

Art Direction

Media

  • Film
  • Social Media
  • Out-of-Home



Other People

  • Szymon Pawlik. dir
  • Maciek Waligóra. ecd
  • Mateusz Gaca. cw
  • Kasia Jarecka. ad

Agency

DDB Warsaw

Date

  • March 2019



Idea

Everything in this campaign happened under an out of this world, shape-shifting, colour-changing membrane. The P, the 3, the 0. The smartphone. They all were perceived through this material. More than a look, we were selling a feel.

Film

The film, which was aired both in TV and online, featured this membrane in a dynamic, music video like edit. It metaphorically displayed P30's main characteristics, like surround sound, digital zoom or night photo mode, as well as its three colours: blue, black and purple.

Social Media

5 days before the premiere, we started a countdown on Huawei's social channels. Of course using the very same membrane we used in every other channel.

Out-of-Home

The o-o-h campaign was totally product-centric. We displayed the phone under the membrane, suggesting its shape and camera lenses. We created two versions of this print, based on two of P30's colours.

Results

This campaign was released in 17 countries, spanning Scandinavia, East Europe, Israel and Canada. As a token of appreciation, it was also featured in Behance Motion and After Effects curated galleries.