Xiaomi - The Details

​Challenging the tech community to tackle the UN global goals

Challenge: Xiaomi is a huge consumer tech business in China, producing mobile phones, laptops, scooters and much more. But in Western Europe it’s a lesser known challenger brand. Our job was to launch the Mi10 108MP mobile - a phone whose camera captures an insane amount of detail. They needed an idea that would cut through the big budget spends of the likes of Samsung and Apple.

Solution: This camera really does capture every single detail. Meet Betty, Louie, Estelle and the rest of ‘The Details’. Their lives are about to change forever. For the first time their lazy lifestyles and hi-jinks are about to be exposed.

Outcome: The campaign was ‘Best in class’ on YouTube compared to all previous Xiaomi videos, with 50% view rate, and with audiences watching till the 50% mark. The work - teaser, bumpers, launch film and social stills - were also shared widely across Instagram, Facebook, Twitter, Weibo and WeChat.​