BRAND: HONOR
AGENCY: SUPERUNION
REGION: GLOBAL
THE CHALLENGE
Propose a set of brand strategies governed by Honor's global brand and business development objectives.
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Create a global campaign platform rooted in consumers insight that can be the problem solver with sustainability for a whole year communication and into the further future. Something that can really bring #HONOR MY WORLD to life.
Bring an IMC approach to this campaign with strategies planned in Social, Digital, PR and beyond. Make it global and bring in plans for adaptations in key regions and countries.
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WHAT WE DID
True to the idea of mashups and of a diverse world, we positioned ourselves as a chic tech brand, and proposed a capsule collection in collaboration with Moschino, inspired by the N20 and its unique features.
We created strategy across multiple platforms and routes to social amplification of the ‘Le Freak C’est Chic’ campaign idea, allowing fans to celebrate nonconformity and replicate the four eye/quad lens idea themselves in a fun and shareable way.
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THE WORK
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In an industry dominated by price point and spec when a new phone launches it usually goes unnoticed, we wanted to change that. To launch a new product, it had to be more than just technology. It had to represent the people it was intended for, an audience that refuses to be defined, who live in a world of blurred lines and broken down boundaries. We found the best way to fit in was to stand out. So, we created Le Freak C’est chic campaign.
We built a visual language, attitude and style, four eyes for four cameras. To bring our Le Freak to life we partnered with Moschino to create an activation that brought everything together:
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A brand video
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A secret fashion capsule
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An exclusive event
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A custom Snapchat filter
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Social narratives
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Disruption
Reconnecting Honor to its customers.
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Creative idea:
Honor my world(s).
My world(s) are: Diverse, Multi-faceted and constantly evolving.
To Honour them is: To celebrate and participate in them. Not to limit them.
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BRANDING MOCK-UPS
