Huawei isn’t apple. It’s not even Samsung. Though it’s a giant in China, it’s considered a cheap knock-off in Europe, despite sporting tech that leaves the other brands in the dust. Defy Expectations was a global campaign that championed the underdogs, the little guys. The ones everyone doubted.
To launch the campaign, Huawei partnered with the world’s most established underdog: Lionel Messi, a superstar who overcame a growth hormone deficiency at the age of 10 to establish himself as one of the best players to ever touch a football.
Executive Creative Director Susan Westre
Art Directors Erika Reyes, Edward Macaulay
Copywriter Nick Bakshi
Producer Jane Bessey
Strategic Planner David Hoffmeyer
Production Gang Films
Directors Salomon Ligthelm
Post Production Digital District