This one’s for the little guys.

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.

Credits:

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