Controversial brand. Powerful work.

It’s no secret that the Huawei brand struggled mightily with public opinion in North America. In fact, working on this brand isn’t something that has aged well, given how things turned out for Huawei in the Western world. That said, I’m extremely proud of the work, the stories it tells, and the results it generated. So I’m leaving it here.

Ahem…

At Hill+Knowlton Strategies, we were tasked with helping shift sentiment in Huawei’s favour. So we created a beautiful and compelling public opinion campaign featuring a powerful TV spot and a series of mini-documentaries. The documentaries were shot in Iqaluit and Inuvik, and feature members of the Inuit community who have been enabled to reconnect with their culture through improved digital connectivity in those remote regions.

We distributed the content through a highly-targeted paid media campaign aimed at those most likely to change their minds about the brand: suburban parents who care greatly about keeping in touch with their families.

Seems we made a connection! In just six short weeks, Huawei saw a 10% positive shift in sentiment, exceeding all expectations.

Hope you enjoy the work as much as I enjoyed making it!

Wearing Our Stories
Mini-Documentary

Northern Lights
TV Spot

Jewellery from the Land
Mini-Documentary

See You Online
Mini-Documentary