Huawei Mobile - Discovery Expedition tough phone: Boat

Arnold Furnace has created a new print and online campaign for Huawei Mobile - "Tough Phone for Tough Cookies".

The new Huawei Discovery Expedition tough-phone is a water, dust and shock resistant, go-anywhere mobile, with the campaign aimed at weekend warriors who might currently use an old phone when they head for the hills.

Arnold Furnace's campaign shows a series of text conversations between the owner of the phone and a mate or partner. Each conversation has an everyday feel, in sharp contrast to the final picture message that reveals the dire straits they're actually in. The campaign promotes the tough qualities of the phone and is also backed up with a promotional partnership with Men's Health magazine, where readers can win a place on the Huawei Tough Mudder team for the NSW event in September.

Says Tom Spicer, Executive Creative Director, Arnold Furnace: "Huawei has a true challenger brand mentality and isn't afraid to buy work that changes the conversation. Everyone else is doing corporate wallpaper but this has a wit that helps it stand out from the crowd and resonate with our market."

Says Mark Treadwell, Marketing Director, Huawei Mobile, Australia: "In a highly competitive marketplace where product differentiation is dwindling, brand differentiation is key. We champion the original thinkers, the non-conformists, the smart cookies. This creative brings the product benefits to life in a fun and engaging way that delivers the brand personality in spades."