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
Design
XIAOMI
Beijing, CNVAVE Studio (VAVE (Shanghai) Creative Design Co., Ltd)
Shanghai, CNHaijie Hu, Guanjie HuangShanghai InsPUMP Multimedia Co.,LTD
Shanghai, CNChen ZhangXIAOMI
Beijing, CNWei Xu, Nan Su, Fengguang Ren, Juanli Hu, Chenyu HuDate of Launch
2023
Development Time
up to 6 Month
Target Regions
Asia
Target Groups
Consumers / Users, Trade / Industry, "Global Smartphone Users"