To use the opportunity of Honor Yale launch to introduce the new brand positioning 'Honor my world' (new claim of the brand) in a way that will increase brand desire and change brand perception from 'good value-for-money brand' to 'cool/trendy brand for young creators'.

Teens and Millennials for whom a smartphone is - above all - a way to creatively express themselves.

Communication of the biggest competitors mostly focuses on using metaphors to dramatise the key product benefit. The lack of creativity in cooperation with influencers and absence of a stronger consumer insight results in nice but empty product shots.

Our goal was to make the HONOR brand stand for something our target group could relate to. That is why we identified the biggest challenge young creators face today (being authentic) and made HONOR their partner in overcoming it (by pointing them in the right direction). To support this message, we created a manifesto for true creators (above).

While talking about creative integrity on their respective social profiles, each of the influencers would wear a T-shirt with their most cherished value printed on it. 

We used the same principle in traditional product communication (in which we had to stick to the brand's visual guidelines). We also made it possible for people to create their own shirts online, so they were always reminded to stick to what they believe in. 

My role: Idea maker, copywriter, voiceover (to the manifesto).