Describe the creative idea

In April 2020, Huawei was set to release the P40. In addition to featuring Huawei’s record-breaking 5G Kirin 990 5G chip with its NPU algorithm, 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 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. So we partnered with the Mogao Caves, an ancient historic site known for its intricate, centuries-old paintings, but increasingly off-limits to visitors due to the paintings’ fragility. We launched a complete AR experience, allowing visitors standing outside the caves to visit virtually.

Describe the execution

The AR experience allowed a more immersive, interactive connection to the paintings than would be available in an in-person visit. During the virtual visit, painted figures came to life, including nine colored deer who galloped across the stone walls, allowing visitors to more deeply touch the wonder of the ancient world. 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 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. The livestream was simultaneously made available across a range of mobile video sites, ensuring that it reached the widest possible scope of demographics. The behind-the-scenes video was likewise made available through Huawei’s official social media accounts.