Write a short summary of what happens in the film

For a new short film project, Huawei sent local superstar director Nawapol T. with over 1 million followers online on a trip to Japan, Thailand's favourite destination. He recorded special moments on his phone, only to mail them back in USB drives as souvenirs to his mates.

Cultural/Context information for the jury

Although Huawei is building its reputation in Thailand as a producer of quality phones, the brand still lacked emotional relevance to the recreational lifestyle of 20-35 premium phone users. To declare that there was more to Mate 20 Series than its specs, Huawei needed a campaign that would bring a human heart to the cerebral machine. Hence, the launch of Mate 20 Series shifted the focus from how much better its technology was – to how much better it could make the moments we share with each other.

Please tell us about the challenger brand and how your campaign challenged/was different from your competitors

Sharper lenses, smarter systems... Huawei Mate 20 Series had some of the best smartphone features in the Thai market at the time. But screaming about the latest features again and again would just blend in with other seasonal smartphone launches by iPhone and Oppo. So rather than going on and on about how superior its technology was, Huawei instead focused on how much meaning the phone can give to the moments we share. As the name suggests, Mate 20 Series was meant to be more than a power tool, but a true companion in all your treasured moments. So Huawei sent famed director Nawapol T. on a trip to Japan, Thailand’s favourite destination, to record precious “magic moments” on a Mate 20 Series phone and mail them back in USB drives as souvenirs for his dearest mates.