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Category
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID
OS_EX21_060M
About the Work
This campaign aimed to give consumers an unprecedented and unexpected experience of a beloved cultural site, taking them on a virtual tour to what would have otherwise been off-limits. This AR experience aimed to highlight the key attributes of Huawei’s latest products, giving a personal and visceral encounter with the possibilities enabled by the product and its ground-breaking technologies.
In April 2020, Huawei was set to release the P40. This latest smartphone model stood out for the exceptional quality of its camera, able to render images in high detail across a wide range of lighting conditions. The P40 also was noteworthy for another major advance: the debut of Huawei’s AR maps, available through an app on the model.
Huawei needed a vivid way to communicate these two highlights to consumers – raising awareness of the new AR maps while also boosting consumers’ association of the P40 with beautiful, high-quality images.
Specifically, Huawei aimed to boost views of its official AR maps platform by 30 percent, and increase interactions by 20 percent.
Considering the recent rise of video content as one of the most popular new media formats for the mobile generation, our campaign centered around two videos to highlight Huawei’s Augmented Archaeology project and explain the technology that made it possible.
First, we planned a livestreamed virtual tour of the Mogao Caves led by the President of the Dunhuang Academy, the top research institute dedicated to studying the caves. Using Huawei’s AR map, the president took viewers on a simulated visit through the caves, stopping to point out key features and explain their history.
We also created a second video with a behind-the-scenes look at Huawei’s AR technology, and how the caves were scanned and mapped to transfer them to this new digital format.
In April 2020, Huawei was set to release the P40. This latest smartphone model stood out for the exceptional quality of its camera, able to render images in high detail across a wide range of lighting conditions. The P40 also was noteworthy for another major advance: the debut of Huawei’s AR maps, available through an app on the model.
Huawei needed a vivid way to communicate these two highlights to consumers – raising awareness of the new AR maps while also boosting consumers’ association of the P40 with beautiful, high-quality images.
Specifically, Huawei aimed to boost views of its official AR maps platform by 30 percent, and increase interactions by 20 percent.
Considering the recent rise of video content as one of the most popular new media formats for the mobile generation, our campaign centered around two videos to highlight Huawei’s Augmented Archaeology project and explain the technology that made it possible.
First, we planned a livestreamed virtual tour of the Mogao Caves led by the President of the Dunhuang Academy, the top research institute dedicated to studying the caves. Using Huawei’s AR map, the president took viewers on a simulated visit through the caves, stopping to point out key features and explain their history.
We also created a second video with a behind-the-scenes look at Huawei’s AR technology, and how the caves were scanned and mapped to transfer them to this new digital format.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Beijing
Associate Creative Director
Yuxuan Bian
Creative Director
Linlin Zhao
Yan Shi
Executive Creative Director
Adrian Zhu
Andrew Low
Group Creative Director
Li Shi
Producer
Cynthia Li
Associate Art Director
Wenjing Lv
Head of Art
Yue Shen
Senior Copywriter
Dongtian Liu
Jing Zhang
Senior Designer
Yun Zou
Account Team
Julie Zhou
Lence Liu
Sansa Wu
Susan Su
Associate Design Director
Jiyuan Jin
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