Huawei #dontsnapshoot

Role: Head of Art + Design

Working at Doner London I led the design team in a competitive pitch win and then oversaw the visual development and implementation of the Huawei P9 #DontSnapShoot European digital campaign.

The Challenge
The latest Huawei P9 smartphone has a remarkable dual lens technology developed with the iconic camera manufacturer, Leica. A breakthrough double sensor that set a new standard for the quality of smartphone photography. Our task was to help a wider pan-European audience, appreciate the quality the Leica dual lens would bring to their smartphone photography.

The Idea
We issued a simple challenge, DON’T SNAP SHOOT.

We wanted people to rethink the sort of images they were taking on their smartphone. If they used their phone for selfies, or for photos of their cappuccino… they were probably a ‘snapper’. But if they understood that every image they put online said something about them and took care to post better images…
Then they were a ‘shooter’.

To engage a wider audience in this thought, Huawei hosted a smartphone competition, to search for the ultimate ‘shooter’.

Out of home, digital display, social and print helped drive people to, where they could learn more about the P9 and how they could enter the competition with Instagram or Facebook using #dontsnapshoot.

The work was then judged by Conde Nast editors. And the winners won the ultimate photoshoot in China, using the Huawei P9, the best images then appeared in Conde Nast publications.

The campaign film was shot in Spain and the UK by director, Jeff Darling, and the track was composed by Richard Atkinson at Mcasso Music. 

The Results
• Over 100,000 people used the campaign hashtag #dontsnapshoot to enter the competition
• 11M+ reach
• 4M+ impressions
• 5M+ engagement