China – Huawei Device has launched its new global brand campaign, “Now Is Yours”, marking the next evolution of its brand story and aiming to strengthen its emotional connection with young consumers.
Building on the “Make It Possible” proposition, the new campaign shifts Huawei’s positioning from a focus on technological capability to a more emotionally driven narrative for global youth.
Developed with Ogilvy China, the initiative reframes the brand message from what Huawei can do to what users can experience, reflecting a move toward more empathetic and human-centred storytelling.
Central to the rollout is a global brand film, featuring real moments from the lives of young people worldwide. Guided by the theme “Go Further, Feel More”, the film captures cross-cultural experiences and introduces a refreshed version of Huawei’s original brand melody to reinforce the campaign’s emotional tone.
The initiative signals a more human-centric direction for Huawei Device. As the campaign continues its global rollout, the company is presenting a younger and more approachable brand identity that aligns with its evolving international audience.
Research conducted across key markets—including Asia, the Middle East, Africa, Latin America, and Europe—found that younger audiences want to feel understood and supported by the brands they choose. Drawing on these insights, Ogilvy shaped the “Now Is Yours” concept to create more relatable and resonant touchpoints with this demographic.
