Honor 8 – Creating 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’s 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.
1.5 million phones sold within the first 50 days and more than 500,000 views
in less than a day on Brooklyn Beckham’s Instagram account.
Project scope: Campaign strategy / Campaign concept / Art direction / Key visuals / OOH / TVC / Digital and / Short form film