Xiaomi x Leica - China through the lens.

Marketing Campaign / Social Exhibition

VAVE has turned the Great Wall of China into a grand gallery for the collective memory of an unprecedented year. As domestic travel across China resumed in 2022, international borders remained closed. Against this backdrop, Xiaomi Imagery Awards 2022 called out to celebrate life's moments. Users captured over 270,000 photos on their Xiaomi phones equipped with sophisticated Leica cameras. On New Year's Eve, 365 lightboxes, a 5-sided LED cube, and AR fireworks lit up the night sky over the last border, the Great Wall. We welcomed the new year with a borderless celebration of life, livestreamed to 49 million viewers worldwide.

Client / Manufacturer

XIAOMI

Beijing, CN

Design

VAVE Studio (VAVE (Shanghai) Creative Design Co., Ltd)

Shanghai, CNHaijie Hu, Guanjie Huang

Shanghai InsPUMP Multimedia Co.,LTD

Shanghai, CNChen Zhang

XIAOMI

Beijing, CNWei Xu, Nan Su, Fengguang Ren, Juanli Hu, Chenyu Hu