You have it in your hand … When a cute ‘monster’ becomes the symbol of responsibility on the Internet
This is the latest advertising video for the HUAWEI P smart (phone) in Germany. Although it’s in German you should be able to understand its message - and it’s super cute anyway!
With this film Huawei wants to reach the target group of 13- to 18-year-olds, which is particularly affine for social networks such as Instagram and Snapchat. Jung von Matt / Next Alster (digital lead agency of Huawei) tells the story of a teenager who discovers a fabulous creature called GnuGnu in the forest and takes a picture of him. When he posts the unique snapshot in the social networks, it spreads like wildfire.
The whole world is quickly grabbed by GnuGnu fever, youtuber discuss the fabulous discovery, merchandise is sold in stores, emojis from the little monster are there anyway. But the hype also has its downsides: researchers are looking for GnuGnu and the media fear that the creature could be dangerous. When GnuGnu actually gets caught at the end of the film, both client and agency have a clever twist as resolution of the plot - and thus sensitize for a responsible handling of content in social networks and their dissemination.
“Smartphones are a key component in the daily lives of teenagers, enabling uncomplicated communication and connecting people,” says Thim Wagner, Creative Director Jung von Matt / Next Alster. “It’s a painful experience for many users that not every moment in life is intended for the public, and Huawei’s new campaign for the P Smart + draws attention to more responsibility in handling self-produced content.”
(translated from German)
source
