EXPLORING THE LOST CHINA COLORS

TitleEXPLORING THE LOST CHINA COLORS
BrandHONOR DEVICE CO.LTD
Product / ServiceHONOR CREATIVE POSTERS
CategoryB03. Posters
EntrantD&S MEDIA BEIJING, CHINA
Idea Creation D&S MEDIA BEIJING, CHINA
Production D&S MEDIA BEIJING, CHINA
Post Production D&S MEDIA BEIJING, CHINA

Credits

Name Company Position
YAN ZHUANG D&S MEDIA ART DIRECT
MEI LIN LV D&S MEDIA ILLUSTRATER
ZE RAN LIU D&S MEDIA ILLUSTRATER
BO GENG ZHANG D&S MEDIA COPYWRITTING

Background

HONOR entered the ranks of China TOP3 local phone brand after being completely independent from HUAWEI in 2020. HONOR can stand out from many excellent Chinese phone brands based on its friendly image and high cost-effective. HONOR View40, the first flagship product after independent of Huawei, which launched before The Spring Festival. It needs a series of creative visual designs to co-create with consumers and enhance the product’s key advantage of “over 1 billion display colours”.

Describe the creative idea (40% of vote)

The Spring Festival is a traditional festival in China. Due to the difference in time, region, age, although everyone has a common sense and memory of The Spring Festival, they endowed it with different colours. Based on that phenom, Honor took inspiration from one of the Honor View40 critical advantages of “1.07 billion display-colour screen” and explored the hometown’s colours and stories from different Chinese to #Exploring the lost China Colors# with consumers.

Describe the execution (40% of vote)

The creative poster kept the #Exploring the lost China colour # as the central task, chose the “New China-Chic” popular in young Chinese consumers to highlight China characteristic of modern style. Took advantage of unique design such as typical Chinese landmarks, antique painting style, diagonal composition, and traditional Chinese tones to create New China-Chic, which attracted more consumers to share views about China Color actively. Moreover, after comparing the difference of views and phone screen displayed, enhancing the visual experience brought by Honor View40 excellent retina screen with over 1 billion display colours.

List the results (20% of vote)

After the #Exploring the lost China colour # creative poster launched, many consumers were attracted, which laid a good foundation for products ’continuous communication and campaign execution. The relative topic had an extensive discussion on Weibo (one of the largest social media in China, like Facebook). Consumers shared their Spring Festival stories by the “My Honor” APP, driving the communication of Chinese traditional culture. Moreover, it produced many topics related to #China Colors#. Finally, 270million reads about the topic, and more than 50 thousand people share the original contents.