CHALLENGE
THE XIAOMI L12 LITE ENTERED THE MARKET AS THE LIGHTEST SMARTPHONE DEVICE IN ITS CATEGORY YET PACKED WITH FUNCTIONS THAT APPEAL TO GEN Y AND GEN Z SOCIAL CONTENT MAKERS AND SHARERS. OUR TASK WAS TO DESIGN AN EVENT TO PRESENT AND LAUNCH THE SMARTPHONE TO MEMBERS OF THE MEDIA, DEALERS AND SOCIAL MEDIA INFLUENCERS (GEN Y AND GEN Z)

STRATEGY
WE IDEATED THE CONCEPT OF “LIGHT FANTASTIC!” AS A PLAY ON ITS ORIGINAL MEANING TO BRING TO LIFE THE SMARTPHONE’S LIGHT WEIGHT, AND ITS MYRIAD OF POWERFUL YET NIMBLE FUNCTIONS AND FEATURES

TO DRAMATICALLY ACCENTUATE THE LIGHTNESS CONCEPT, WE JUXTAPOSED THE EVENT AGAINST THE HEAVY CONCRETE LINES OF THE ARTISTICALLY AUSTERE ILHAM TOWER EVENT SPACE, THAT RESEMBLES THE INSIDE OF A MODERN INDUSTRIAL CATHEDRAL