Huawei wanted to go all out with the launch of their new flagship phone, the P20 Pro. The usual marketing processes were already set in motion to launch the device. Billboards, point-of-sale material, TV commercials, everything was ready to put the device on the market. However, a good campaign that not only creates awareness around the phone but also makes a lasting contribution to the Huawei brand was still missing. Captains was asked to develop a campaign to give the slogan ‘Make It Possible’ a new meaning.


The objective of the campaign was to introduce as many Dutch people as possible to the Huawei brand. We wanted it to go beyond how the average Dutch person knows Huawei, not merely a Chinese phone manufacturer but a progressive and innovative brand. A brand that pushes the boundaries of what is technically possible. A brand that wants to enable people to achieve more.

The Dirk Kuyt Foundation wants to facilitate young people with a disability. The termination of Dirk Kuyt’s active career as a professional football player, and all the media attention that comes with it, was seen as a unique opportunity by us to offer some of these young people an ultimate stage. An opportunity that Huawei wanted to help achieve.

In collaboration with our partner, athlete management Wasserman, we organized a very special photo exhibition. We invited traditional media, Dutch celebrities and various influencers for this. In Noordwijk, it wasn’t just the photos that were revealed, but also who the photographers were.

Ultimate fan experience in a packed Kuip

The campaign ends with a special activation. After all, there were 19 photos on display at the exhibition, one was missing. The twentieth and very last photo of Kuyt’s career could be won. Huawei and Kuyt gave one fan the opportunity to take the team photo of his farewell duel in a packed stadium, De Kuip, in Rotterdam on Sunday the 27th of May. With the Huawei P20 Pro, a fan was allowed onto the field to capture all the world-famous stars that were present.


In de video is de onthulling te zien van de verrassende fotografen en de camera waarmee ze gemaakt zijn en de verrassend hoge opbrengst van de veiling (ruim 15.000 euro) van de bijzondere foto’s.

De video is in de weken daarna ruim 6 miljoen keer bekeken over verschillende kanalen en geniet veel positieve reacties. De onthulling van de fotografen met een droom om mooie foto’s te maken, raakt het publiek.

Huawei heeft met deze campagne beoogd om kinderen met een beperking een podium te bieden; de foto-expositie, de miljoenen views op social media en de teamfoto op het veld in een nagenoeg uitverkochte Kuip. Huawei geeft daarmee prachtig gehoor aan de pay-off Make It Possible.


6,2 mln



Cost per view De advertentiekosten gedeeld door het aantal views. Wat het kost om iemand één keer de video te laten bekijken.