| Title | SHOT/REVERSE SHOT |
| Brand | HUAWEI |
| Product/Service | HUAWEI P10 |
| Category |
C03. Exhibitions / Installations |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
|
Production
|
BUZZMAN Paris, FRANCE
|
Credits
| 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
We created an interactive exhibition in the biggest photo festival. The first exhibition in Arles where visitors were also part of the work.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
For the first time, the spectators of an exhibition were able to be part of the work.
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.
Explain why the method of promotion was most relevant to the product or service
It was a special way to get close to the potential Huawei users. To show them how the smartphone makes incredible black and white photos.
We had to convince people who are really involved in photography (photo lovers, journalists...), so we decided to catch them in Arles.