Huawei P10 launch

How can you sell technology using culture?


The Huawei P10 smartphone features a category-leading Leica camera. We needed to demonstrate that if you were serious about photography then this phone was the only choice. The tech was impressive, but we also needed to define its place in culture.


From selfie to self-expression

The selfie: a defining phenomenon of 21st century life. We partnered Huawei with the Saatchi Gallery and commissioned a set of esteemed Saatchi artists to use the P10 to give their take on modern portraiture.

Their responses became the icons of our campaign. They featured at the P10 launch at the World Mobile Congress and in the Saatchi Gallery in London alongside an exhibition that explored the history of the selfie.

The campaign extended to include a content partnership with Pantone and an accessories collaboration as part of Milan Fashion Week, firmly cementing Huawei’s place as an arbiter of contemporary culture.

We commissioned Saatchi artists to redefine modern portraiture using the P10

Each artist was filmed using the P10 and also created ‘How-to’ demonstations

The work was curated by the Saatchi Gallery and exhibited at their London gallery alongside the world’s first exhibition exploring the history of the selfie

Over 700

article mentions, reaching 1.2 billion people


impressions and 3,200 engagements across social media

20% increase

in visitors to the Saatchi Gallery, causing them to extend the exhibition by a further three months

We also created content bringing to life the partnership with Pantone

A diverse collection of social assets was aligned through the use of the campaign’s frame device