Huawei Print Huawei Mobile - Discovery Expedition tough phone: Boat by Arnold Furnace Sydney

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Huawei Mobile - Discovery Expedition tough phone: Boat

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
Market Australia
Agency Arnold Furnace Sydney
Copywriter Tom Spicer, Cameron Brown
Typographer Paul Fenton, Luke Duggan, Darren Cole, Nic Adamovich
Account manager Ian Hartley
Released August 2012

Credits & Description

Category: Home electronics
Brand: Huawei Technologies (Australia) Pty Ltd
Agency: Arnold Furnace
Country: Australia
Arnold Furnace has created a new print and online campaign for Huawei Mobile - "Tough Phone for Tough Cookies".

The new Huawei Discovery Expedition tough-phone is a water, dust and shock resistant, go-anywhere mobile, with the campaign aimed at weekend warriors who might currently use an old phone when they head for the hills.

Arnold Furnace's campaign shows a series of text conversations between the owner of the phone and a mate or partner. Each conversation has an everyday feel, in sharp contrast to the final picture message that reveals the dire straits they're actually in. The campaign promotes the tough qualities of the phone and is also backed up with a promotional partnership with Men's Health magazine, where readers can win a place on the Huawei Tough Mudder team for the NSW event in September.

Says Tom Spicer, Executive Creative Director, Arnold Furnace: "Huawei has a true challenger brand mentality and isn't afraid to buy work that changes the conversation. Everyone else is doing corporate wallpaper but this has a wit that helps it stand out from the crowd and resonate with our market."

Says Mark Treadwell, Marketing Director, Huawei Mobile, Australia: "In a highly competitive marketplace where product differentiation is dwindling, brand differentiation is key. We champion the original thinkers, the non-conformists, the smart cookies. This creative brings the product benefits to life in a fun and engaging way that delivers the brand personality in spades."

Category: Home electronics
Client: Huawei Technologies (Australia) Pty Ltd
Agency: Arnold Furnace
Country: Australia
Executive Creative Director: Paul Fenton
Executive Creative Director: Tom Spicer
Copywriter: Tom Spicer
Art Director: Luke Duggan
Art Director: Paul Fenton
Copywriter: cameron brown
Copywriter: Paul Fenton
Agency Producer: Chris Hulsman
Retoucher: Ted Blore (Admagic)
Typographer: Darren Cole
Typographer: Nic Adamovich
Typographer: Luke Duggan
Typographer: Paul Fenton
Account manager: Ian Hartley