Create a European awareness campaign to highlight the powerful photographic ability of the Huawei/Leica P9
Background: As a new consumer electronics player in Europe, Huawei need to introduce their differentiating smart phones. The problem is that nobody knows who they are.
Strategy: In order to highlight the Leica partnership in the new P9, we created a very simple proposition. Other smart phones are simply vessels for snapping. But real photographers shoot. And to do that you need a real camera. Enter Leica.
A campaign and competition to find the continent’s most talented smartphone photographers. Submitting entries via Instagram and Facebook using the #dontsnapshoot hashtag, over 100,000 entrants from nine countries were filtered down to just nine national finalists who were offered a once-a-lifetime trip to China, visiting Shenzhen and Beijing to capture their ultimate shot.
Each of them armed with a Huawei P9 spent 10 days in search of just one picture that would capture the unanimous praise of the jury. The judges – Vogue’s Abigail Volks, Alberto Moreno of GQ and Leica’s art director Karin Kaufmann – tasked the group with taking an image showing both artistic depth and clarity of vision.