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Huawei P10 From selfie to self expression
Integrated, global campaign to launch Huawei’s Leica equipped smartphone
Through the P10's market leading camera technology, we were asked to find Huawei's place in culture, positioning the brand at the intersection of art and technology.

We tapped into the cultural phenomenon of the selfie to highlight the devices category defining feature — the Leica front facing camera. Partnering with the Saatchi Gallery to challenge the notion that selfies are inane, elevating them to the realm of creative self-expression.
We commissioned Saatchi artists to redefine modern portraiture using the P10.
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The work was curated by the Saatchi Gallery and exhibited at their London gallery alongside the world’s first exhibition exploring the history of the selfie from Velazquez to the present day.
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A contemporary visual identity teased the main product feature of the device. The identity was used across ATL and our social content, creating a consistent and ownable visual language for the campaign.
We created social content throughout the tease, launch and sustain phases of the campaign.
Film content explored the Pantone colour partnership.
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Chinese fashion designer Rico x Huawei accessories were revealed at Milan Fashion week.
How 2 content with Saatchi artist, Chris Levine.
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702 article mentions
Reaching 1.2 billion
363,000 impressions
3,200 engagements across social
Due to success, Saatchi extended the exhibition for a further 3 months