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With its Leica tri-lens main camera, long battery life and AI-assisted composition processor, the P20 Pro was Huawei’s super flagship phone, competing with Samsung’s Galaxy S9 and Apple’s iPhone X.

Key Visual
We developed a powerful key visual embodying the spirit of Michelangelo’s ‘Creation’ — perfectly capturing the Renaissance of Photography concept for a modern digital audience. The ‘hands’ became the dominant image of the P20 Series launch, appearing throughout Europe across all media, and moving effortlessly from online, to offline, to OOH, to social and retail.

Pre-Launch (Phase 1) Tease
Prior to the release of the product, a series of teaser concepts were created to develop product awareness and disrupt consumer consideration for the Samsung S9. These were rolled out across WEU as digital banners, social media, and tactical proximity OOH retail — displayed outside Samsung and Apple’s main stores on a fleet of mobile trailer ads.

In 2018, the Huawei P20 became the most successful launch of any smartphone, selling over 10 million handsets in the first 5 months. In July 2018, Huawei overtook Apple to become the #2 smartphone brand in the world.

Agency: Doner London
Role: Senior Designer

Device Photography: James Day

Work produced whilst at Doner London, and is the property of Huawei.