How do you create global impact to a local brand?
Our challenge was to take an established Chinese youth brand and give them a global voice through the launch of their Honor 8.
Our influencer led approach positioned the smartphone as the tool to unlock the potential of our digital native audience.
We chose Brooklyn Beckham and Chinese pop star Kris Wu global ambassadors to lead the charge. As an aspiring photographer with 8.5 million Instagram followers, Beckham was the perfect person to represent the spirit of the brand; whilst Kris Wu an established figure in Chinese pop culture was following his passion for acting. A TVC in China featuring Wu and social film content featuring Beckham underpinned the brand’s aim of unlocking users’ creativity. Partnered with established artist Hattie Stewart to create a series of patterns and icons, it championed an art direction around self-expression and mark-making focussed on social channels to capture the imagination of our millennial audience. Brand launches took place in Shanghai, San Francisco and Paris with key OOH sites promoting the launch in major cities.
Created at H+K Strategies