Tag: TECNO

Indonesia – In response to the pressing issue of skin tone bias in smartphone imaging, TECNO has unveiled its latest initiative, the ‘#ToneProud campaign,’ which seeks to celebrate and promote the rich diversity of human skin tones.

Created with McCann Worldgroup China and Singapore, TECNO’s campaign seeks to raise awareness of skin tone diversity, advocating for imaging technologies to be free from bias and ensuring that every skin tone receives fair representation as an essential facet of human diversity.

As part of its #ToneProud campaign, TECNO released a film featuring global celebrities of diverse skin tones, including Indonesian singer-songwriter Anggun, Saudi filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille, and Polish actress Ewa Kępys.

The film, released to launch the #ToneProud campaign, explores the theme of embracing one’s skin tone, featuring celebrities sharing their experiences of misrepresentation and expressing their belief that technology should accurately reflect diverse skin tones and true colours.

“I think, sometimes, you just need to be reminded that we’re all individuals and we’re all beautiful in our own way. If the technology helps us, which is the approach of TECNO phones, it makes it easier to break barriers and change people’s perception, change mentality,” Anggun shared. 

TECNO also introduced its unique 268 skin tone database, assigning specific colour codes to various skin tones through scientific classification. This initiative not only addresses biases in skin tone colour restoration and enhances the accuracy of its Universal Tone technology for fair representation, but also empowers consumers to appreciate and take pride in the diversity of skin tones worldwide.

The 268 skin tone patches represent a significant advancement in TECNO’s global research project, forming the foundation of an inclusive mobile imaging colour card that sets a new benchmark for multi-skin tone imaging. The continually expanding resource has been developed with colour science experts from leading global universities, enabling TECNO Universal Tone’s algorithms to accurately detect, analyse, and render skin tones, ensuring everyone is truly seen.

TECNO’s skin tone database responds to a 2018 MIT and Stanford study that uncovered skin-type bias in some commercial AI systems, a significant concern in today’s AI-driven imaging landscape.

“Knowing that there are 268 skin tone patches alone is a testament to individuality. In a world that tries to box us into narrow categories, it’s a small but profound way of saying you’re unique. So be proud and tell your story,” says Johnny Drille.

“What TECNO is doing with its Universal Tone feature is significantly crucial at this stage because this technology will set the foundations for an inclusive society,” emphasised Fatima Al-Banawi. 

To launch the #ToneProud campaign, TECNO invites consumers worldwide to celebrate skin tone diversity and take pride in their own skin tones. Users can discover their unique skin tone code at 268toneproud.com, a tool that leverages TECNO’s inclusive 268 skin tone patches to promote awareness of human diversity.

By gaining a deeper understanding of their skin tones, consumers can join the conversation by sharing their portraits and skin tone codes on Instagram with the hashtags #ToneProud, #UniversalTone, and #TECNO. This collective effort sends a powerful message encouraging everyone to take pride in their unique skin tones.

“Over many years, TECNO has attached great importance to consumer research, and so we understand that skin tone misrepresentation (and under-representation) is an issue of real significance for our consumers, especially in the emerging markets,” said Jack Guo, general manager of TECNO. 

“Through the #ToneProud campaign, we are standing with consumers, especially the misrepresented or under-represented consumers, to make the case for greater inclusivity, while at the same time continuing to heavily invest in imaging R&D to innovate technologies to make a real impact on this problem,” Guo added. 

“I am incredibly proud to work on a campaign that not only celebrates diversity but also honours the beauty inherent in every skin tone. Changing the narrative takes everyone’s sustained effort and we hope with the voices of people from all regions, every tone of humankind will be celebrated. And now with your own skin code, you can play your part to share it with the world and let your beauty be recognised too,” commented Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific.

Malaysia – Innovative technology brand TECNO, in collaboration with its global brand ambassador Lay Zhang, has launched a brand campaign film designed to inspire Southeast Asian youth to pursue their dreams relentlessly and embrace every step of their journey.

Titled ‘Unstoppable Step,’ the film kicks off TECNO’s brand campaign in Southeast Asia, aimed at inspiring ambitious youth who admire Lay’s dedication to making every step count toward their dreams. The launch coincides with Lay’s birthday, marking a fresh beginning on an unstoppable journey.

The film intertwines Lay’s fearless journey with the indomitable spirit of Southeast Asian youth, creating an inspiring narrative. Beginning from Lay’s perspective, it showcases his determined ascent to the stage while paralleling the journeys of young individuals in the region who share his unwavering resolve and admiration for his tenacity in overcoming challenges.

Among Lay Zhang’s millions of dedicated fans featured on the film are skateboarders perfecting their tricks, aspiring DJs crafting beats for stardom, and performers rehearsing their singing and dancing. Each is on a unique journey, driven by a passionate pursuit of their dreams, much like Lay.

Lay’s relentless pursuit of his dreams, undeterred by obstacles, embodies TECNO’s “Stop At Nothing” ethos, inspiring unyielding determination. Excelling in music, dance, reality shows, TV dramas, and movies, he fully commits to every endeavour, tirelessly working toward his goals.

“As long as we dare to take that step, there will inevitably be new outcomes. Even if we encounter failure, so what? It’s just a step in the journey,” Lay asserted. 

Earlier this year, TECNO appointed Lay Zhang as its global brand ambassador. This partnership reflects their shared ‘Stop At Nothing’ ethos and a commitment to driving progress through action.

Since 2009, Lay has pursued his dreams, starting as a trainee idol and overcoming rigorous challenges. He debuted in 2012 as a member of the K-pop sensation EXO, quickly rising to fame across Asia. This year, he released his latest album, “STEP,” highlighting his commitment to growth and the importance of recognising every step in his journey.

Laury Bai, chief marketing officer at TECNO, said, “As Lay marks another year of growth, we are thrilled to join him in this celebration. Through this campaign, TECNO aims to forge a deeper emotional connection with the youth of Southeast Asia, inspiring them to steadfastly follow their dreams, just as Lay has done.”

The campaign will continue into the year-end shopping season, inviting audiences to share their ‘Unstoppable Step’ stories on social media for a chance to win prizes, including signed photos of Lay, merchandise T-shirts, and TECNO smartphones.

The ‘Unstoppable Start with a Single Step’ campaign embodies TECNO’s “Stop at Nothing” spirit. Leveraging insights into Southeast Asian youth, TECNO has crafted innovative campaigns that resonate locally, such as the 2023 ‘Never Not Ready’ initiative in the Philippines, which encouraged young people to reach new heights. Beyond technology, TECNO aims to inspire youth worldwide to relentlessly pursue their dreams with determination.

Manila, Philippines – Innovative technology brand TECNO has unveiled its latest marketing campaign featuring various narratives that capture the remarkable quest of the Filipino youth striving to become the best versions of themselves. 

Launched under the banner “Don’t Stop Rising,” this campaign aims to empower young Filipinos to carve their own path, embodying the ethos of seizing opportunities rather than waiting for the perfect moment.

This also follows a video manifesto, named as “Never Not Ready,” showcasing diverse scenarios where individuals express their creativity and resilience.

Some of the real-life scenarios shown in the video include: A fashionista can discover creative ways to express herself on social media by using light from just a CD; a game lover never misses opportunities to enhance his gaming skills, even when waiting for coffee; a passerby can grab a basketball that comes to his feet, shoot and score; and a dancer can spontaneously choreograph and create captivating TikTok content anytime, anywhere.

Following this endeavour, Lucia Liu, chief brand officer at TECNO, shared, “We deeply understand Filipino consumers, which is why TECNO is initiating this exciting campaign after TECNO’s rise in the Philippines in recent years. 

“Today we are not just launching a marketing campaign but creating something that deeply resonates with the essence of Filipinos, establishing an emotional connection with them and giving them a strong voice-out about their inspiring ‘Never Not Ready’ attitude to life,” she added.

The manifesto video features stories drawn from the real-life experiences of Filipino youth, with influencers Kush Obusan and CJ Villafuerte serving as prime examples.