SHOT/REVERSE SHOT

Bronze Eurobest

Case Film

Presentation Image

ClientHUAWEI
Category D05. Sculptural Brand Installation & Experience
TitleSHOT/REVERSE SHOT
Product/ServiceHUAWEI P10
Entrant BUZZMAN Paris, FRANCE
Idea Creation BUZZMAN Paris, FRANCE
Production BUZZMAN Paris, FRANCE
Credits
Name Company Position
Vincent Vantilcke HUAWEI Marketing Director
Benjamin Mercadier HUAWEI Head of Digital & Media
Luisa Billamboz  HUAWEI Digital Marketing Manager
Angeline Poupin  HUAWEI PR Manager
Georges Mohammed-Chérif Buzzman President and Executive Creative Director
Thomas Granger BUZZMAN Vice-President
Julien Levilain BUZZMAN Managing Director
Philippe Boucheron Buzzman Creative Director
Patrice Lucet Buzzman Creative Director
Carole Morlot Buzzman Artistic Director
Yvonnic Le Bruchec BUZZMAN Artistic Director
Thomas Crouzet BUZZMAN Account Director
Clément Chagnaud BUZZMAN Account Manager
Julien Scaglione BUZZMAN Head of Social Media
Noémie Gmür BUZZMAN Social Media Manager
Amélie Juillet / Kenza Bennani BUZZMAN Head of PR & Communication / PR Assistant
Victoria Morin BUZZMAN PR & Communication Assistant
Vanessa Barbel BUZZMAN Head of TV Production
Assya Mediouni BUZZMAN TV Production
Saveria Besset Buzzman Assistant TV Production
La Lune Rousse La Lune Rousse Event Production

The Campaign

Huawei opened a gallery at the Rencontres d’Arles, the biggest photography festival of the world…and invited the famous New York portraitist Billy Kidd for an interactive exhibition. People who were admiring the work could also be part of it.

Creative Execution

Portraits of New Yorkers taken by Billy Kidd were displayed, with Huawei smartphones above them. Behind the scenes, the photographer could activate the smartphones remotely to take pictures of the audience’s reactions in front of its photos. These faces were then printed and displayed as well, in response to the portraits. They became part of the exhibit. The exhibition was designed and the smartphone were placed to get the best reactions, and to transform them into a piece of work.

Indication of how successful the outcome was in the market

For the first time, the spectators of an exhibition were able to be part of the work. They also discovered that the Huawei Smartphone was able to compare with the best black and white cameras. With this innovation, the Huawei Gallery is the Rencontre d’Arles’ exhibition that has generated the bigger amount of conversations…and of media coverage. More than 10K were shared on line. And we got more than 90M impressions in social media.

We had to convince people who are really involved in photography (photo lovers, journalists...), so we decided to catch them in Arles.