“The Frequency of Love” is the first chapter of Humanly Possible, an exciting brand narration in which the dreams and needs of people are at the center and the technology is the enabler. This project represents a fundamental step in the construction of a warmer relationship between Huawei and its consumers. Artificial Intelligence is a positioning feature for Huawei, consistent with the brand’s mission. It is a strong PoD owned by the Company and at the same time a trending topic with growing interest and volumes of conversation. Leveraging on this asset we have a creative idea to promote the Mate 20 Pro AI phone and make people aware that Artificial Intelligence is empowering humans, allowing them to do things we never thought could be possible. To make AI warmer, our creative idea leveraged on a symbol of wisdom that touch everybody’s heart: whales, the larger animals on Earth.

Thanks to AI, Huawei transformed the singing of the whales into music, unveiling how whales express their love.

We worked with a cetacean bio-acoustic and an Italian software house to develop an application based on Huawei Mate 20 Pro AI, able to recognize the sounds of humpbacks and transform them into music. These app is original and exclusive. We tested the application with humpbacks to demonstrate its reliability: we went to Azores Islands, with WWF Italy, and we shoot a video that shows the meeting between human and animals, made possible by the app.

“The Frequency of Love” video symbolizes the heart of the campaign, which reached every level of media, influencers and end users. The campaign is a unique experimental project that goes where no one has ever dared: for the first time we create a connection between man, technology and nature, through the universal language of music.

To sustain the launch of Mate 20 Pro, we created a PR story able to engage people as much as possible to think about the human side of technology. Together with the AI, the protagonist is the humpback whale, animal famous for its singing, which travel for great distances through world’s oceans. Male whales use their voice to attract their mate. The frequencies they make are the most varied in the animal kingdom. Thanks to AI, Huawei transformed these into familiar melodies to human ears. Our strategy was creating a video hero content to tell our PR story in an emotional and broader way, putting technology at the center together with human feelings. The campaign was developed in November 2018.

• Timeline

5 November – pre pitch phase with media

13 November – unbranded guerrilla for KOL, influencers and consumers

14 November – event

15 November- wide launch

Together with the AI, the protagonist of our story is the humpback whale, animal famous for its singing. Male whales use their voice to attract their mate. The frequencies they make are the most varied in the animal kingdom. Thanks to AI, Huawei transformed these into familiar melodies to human ears. We created a video hero content to tell our story in an emotional way, putting technology at the center together with human feelings. The campaign was developed in November 2018.

• Timeline:

5 November – pre pitch phase with media

13 November – unbranded guerrilla involving KOL, influencers and consumers

14 November – event involving consumers, media and KOL

15 November – wide launch

Execution

- Influencers engagement with an unconventional and unbranded guerrilla action in Milano Metro Station: this station was transformed into a sea, where gigantic humpbacks swam and a giant humpback tail has been reproduced in 3D.

- Digital Plan: a dedicated section in the website, an editorial plan on Facebook, Instagram, Twitter and Linkedin to engage consumers

- Event for media, consumer and KOL where the video hero has been presented for the first time, while an orchestra played melodies generated by the AI.

- Press kit for media with different story angles

- Advertising campaign (60’’) made exclusively for the cinema.

• Insight: Technology is the enabler which leads people to overcome limits and borders, going beyond what is humanly possible to evolve human potential and knowledge.

• Key message: “Every love story deserves to be told”

• Target audience: Consumers (Huawei clients/prospects, male/female over 30), KOL and influencers, Media

• Creation and distribution of assets:

• Hero video which reaches every level of media, influencers, end users

• Media press kit

• Digital cut video

• Campaign key visual