Cannes Lions

Dream it Possible

WONDROS, Los Angeles / HUAWEI / 2017

Film

Overview

Entries

Credits

Overview

Description

The story was to take place in an old European city, which features an aesthetic and beauty of the old world and appeals to the longings of and aspirations for classical tradition and history. The story is of a young girl Anna whose love for classical piano and desire to become a concert pianist is sparked by her grandfather. Anna leaves her countryside hometown and moves to the big city to attend music boarding school and pursue her dreams. What keeps her going through difficult times are words of encouragement from her grandfather via their mobile devices, originally gifted to her by him. In the story's climactic moment, Anna's grandfather witnesses her grand debut in a big concert hall as she carries her smartphone on stage while Grandfather watches tearfully from his hospital bed.

Execution

Implementation: Huawei approached the agency to develop a film based on a true story, and to produce the film in Europe. Casting sessions were conducted in London, Germany and Prague. The film was shot in Prague over the course of four days. The film was premiered at Huawei’s New Smartphone Global Press Conference in Berlin, Germany during their IFA exhibition to a live audience of 1200 global media and VIP customers, and to social media audiences.

Timeline:

27th May 2016 Brief

16th June 2016 Storyboards finalized

19th June Location scout in Prague, Hero casting preparation

21th June Hero casting

27th June Location review and casting in Prague

30th June PPM1

11th July PPM2

15th July Final review

16th -19th July shooting days

22nd July –25th Aug post production

1st Sept Launch at IFA and online on Youtube

Placement:

Youtube-Huawei Mobile/ Huawei Mobile Italia

Facebook- @huaweimobile

Twitter-@huaweimobile

Instagram-@huaweimobile

Weibo.com-@huaweidevice

Outcome

In China, the film was released on the most active social network weibo.com with Huawei account and 13 KOL Create “DreamSeason.” Meanwhile, many KOL have spontaneous communication after a version of the film was uploaded overseas. Infographic views on Wechat exceeded 100,000+, video playbacks exceeded 580,000. Topic views exceeded 22m. It released 80 Weibo posts, raised over 50,000 interaction/engagement in one month. The film on YouTube gained 1.3 million organic views (no media buy investment). Consumers expressed their interest in Huawei and reviewed the story highly with many of them stating in the comments that the audience were moved to tears while watching this film. Percentage of video likes reached 99.98%.

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