Huawei: Go Further
We raced Sir Mo Farah against a 21-day battery.
The watch won.
THE CHALLENGE
Premium wearables launches blur together because every brand claims “performance”. Huawei needed social-first work that made the GT 6’s strength, timeless design, ultra-long battery life, and advanced fitness tracking, instantly legible, without turning Mo into another glossy endorser or reducing the story to a spec sheet with a famous face.
We knew that endurance only becomes credible when it is seen, not stated. If a battery claim could be turned into a real challenge with consequences, audiences would stay to see who breaks first.
THE APPROACH
We built one escalating challenge narrative where the wearable’s battery becomes the opponent. Mo trains, pushes, and problem-solves across running, cycling and kick-based drills, with time pressure signposted on-screen via the watch UI.
Each beat demonstrates a GT 6 strength in context: design close-ups in everyday wear moments between sessions; tracking precision revealed through performance overlays; battery endurance made tangible as days pass and Mo’s energy dips.
The twist lands when Mo calls time, but the watch still has battery, turning a technical claim into a punchline people can share.
THE IMPACT
The campaign translated a hard-to-believe spec into something witnessed, premium, and shareable, strengthening Huawei’s position as the wearable brand that blends performance, design and longevity for people who want to go further in every part of their lives.
On Amazon Prime Day (October), sales increased 171% year on year, with the GT 6 Pro 46 Black among the best-selling products.
The hero film performed so strongly that Huawei extended it beyond social, repurposing as advertising on Amazon Prime TV.
855 M
Combined coverage reach
25 %
Above coverage volume KPI
2 X
Increase in brand searches
CLIENT
Huawei
CAPABILITY
AGENCY
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MSL
We’re a connected communications agency helping clients 'Build Belief' in a values-based world, built around a philosophy of DO | FEEL | THINK. We want clients to show their values to the world through the acts they create digitally and in real life, helping to generate greater emotional connection with their products and brands. We create stories, content and experiences that positively influence the way corporate stakeholders, employees, and consumers think and behave.