Brief

Europe wide display advertising for the launch of the Huawei P20

Roles

creative direction
development lead

detail

The campaign’s strapline; ‘A Renaissance in photography ’, was designed to reflect the creative renaissance that the Huawei P20 Pro enables, empowering users to unleash their creativity with its AI-powered camera technology. Based on the overall launch creative the display advertising required fast turnaround times in high volumes whilst maintaining a high level of quality throughout.

Approach

The display campaign was split into 3 distinct phases - prelaunch, launch & sustain - each with varying numbers of creative variations for the different models and colours. With the addition of special rich versions, the entire suite of ads for each market totalled approximately 400 individual units and once translated for each market the total inventory swelled to 4000+.

As part of the launch campaign, I headed up a team of designers and developers in the creation of all European display advertising assets. By utilising my display kit framework to streamline the development process all of the ads were produced in under a month.