For the Huawei Mate 10 Pro campaign, we defined a new generation of business users: Meet Tomorrow Entrepreneurs. Driven to build businesses with purpose and believing technology can change the world for the better, the Huawei Mate 10 Pro was the first smartphone to use artificial intelligence to think and learn. A phone wired like them.

We teased with a call out to those who think differently. DON'T FOLLOW. LEAD.

Five ambitious pioneers from across Europe, who used technology for good, creating projects with purpose were recruited as KOL's/influencers to represent the brand. I AM WHAT I DO a mantra that represented today’s iconoclasts of business. Shot by Rankin, we positioned them as 'The rock stars of the business world'. Incredible visionaries who 'used technology to create a sustainable future, to turning kids into superheroes, to using AI to feed the cities of tomorrow.'

The fully integrated campaign targeted the Western European market featuring content, digital, social, OOH, broadcast, and retail channels to present the Tomorrow Entrepreneur's mantra – I AM WHAT I DO. Individually they give us a window into their own lives and share their own personal journey and success story, accelerated by intelligent mobile technology.

At its peak the Mate10Pro was selling 4000 units per day, outperforming the home market China.

"Was the most successful launch to date" Huawei.

Client
Huawei

Agency
Doner

Creative Team
Lee Bonnick + Catherine Pryce