Cannes Lions
SINGAPORE PRESS HOLDINGS, Singapore / HUAWEI / 2015
Overview
Entries
Credits
Execution
We were given the phone to play, explore and experiment. The idea of illumination came up when our pencil was next to the phone. The whole idea is based on things not revealed creates more desires.
Outcome
By creatively and strategically not revealing the product, it creates a sense of anticipation in the consumer that increases the desire to own it.
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