Gnu Gnu
HUAWEI
The story of the 'Gnu Gnu' teaches us a lesson in digital responsibility
In an era where internet users can easily share, comment and respond to anything shielded by the veil of anonymity, doing so responsibly and sensitively has become more vital than ever.
Gnu Gnu
This ad is like a Spielberg movie in 100 seconds.
Created by Jung von Matt and directed by tempomedia's Alex Feil to promote the Huawei P Smart+ smartphone, the film tells the story of a teenager discovering a fabulous creature and taking a picture of it. When he posts the unique snapshot on social media, it spreads like wildfire and everyone falls in love with the little creature from the forest that soon gets the name “Gnu Gnu”. But the hype also has its downsides: researchers are looking for gnu gnu and a few people start to fear that the creature could be dangerous.
"Many users experience painfully that not every moment in life is intended for the public."
Gregor Almássy, Director of Marketing for Huawei
More responsibility
"Smartphones are a central part of teenagers' everyday lives. They enable uncomplicated communication and connect people," said Gregor Almássy, Director of Marketing for Huawei. "Many users experience painfully that not every moment in life is intended for the public. In this new campaign for the P Smart+, Huawei draws attention to more responsibility in dealing with self-produced content."
When Gnu Gnu is actually caught at the end of the film, the film reveals a clever twist to resolve the plot, driving home the lesson about handling content responsibly. A responsibly handling content on social networks and their dissemination - a topic that could not be more relevant today.
Working closely with the agency, MIKROS-MPC artist Stéphane Allender aimed to create a character that interpreted a heightened level of realism in it’s movements and interactions. He started out by exploring several ideas for character development. His team aim was to make the monster look like a living creature.
Create a 100% photo-real animal, that doesn’t exist.
In addition to the film, Huawei relies on a target group-relevant influencer: Laser Luca (@laserluca), who also has a supporting role in the spot, advertises the smartphone via its Instagram channel. In addition, the mobile phone and GnuGnu with Laser Luca were unveiled on a YouTube live stream. A media cooperation with the magazine Bravo as well as measures on Whatsapp, Instagram and Facebook round off the media mix.
Intelligent integration of a KOL @laserluca as an actor
How it went viral
THE RESULT
The story spread quickly and widely through social media and e-mail.
I'M NOTHING WITHOUT A GREAT TEAM:
CREATIVE DIRECTION: Max Lederer
COPYWRITER: Hannah Höffner, Erik Hoehn
PRODUCER: Jonathan Helmer
CLIENT SERVICE DIRECTOR: Edwin Okyere, Andreas Ernst
HEAD OF PRODUCTION DESIGN: Matthias Grundl
PRODUCTION COMPANY: Tempomedia Filmproduktion
EXECUTIVE PRODUCER: Vera Portz
DIRECTOR: Alex Feil
DOP: Antonio Paladino
PRODUCER: Daniela Dreyer
MUSIC COMPANY: Woodwork Music
COMPOSER: Philip Kay
EDITOR: Iain Whitewright
PRODUCER: Ryan Smith
POST PRODUCTION / VFX
POST PRODUCTION COMPANY: Mikros MPC
SOUND COMPANY: Loft Studios
PRODUCTION DESIGNER: Petr Kunc
