Mate 10 Pro Campaign - 'I Am What I do'
Talent Procurement

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The Brief

To celebrate the launch Huawei's latest Mate 10 Pro handset, ITB worked alongside creative agency Doner to cast game-changing entrepreneurs who use AI technology at the heart of everything they do. By incorporating the stories of inspirational and socially conscious entrepreneurs, the 'I AM WHAT I DO' campaign aims to target the future generation of entrepreneurs whose lives are their business projects and who strive towards a purpose beyond wealth creation.




ITB engaged seven "Tomorrow Entrepreneurs" for the campaign, including co-founder of Open Bionics Samantha Payne, CEO of Social Chain Steven Bartlett, Founder of Woodoo Timothée Boitouzet, CEO and founder of InFarm Erez Galonska, Founder of Musixmatch Massimo Ciociola, founder of Tailoritaly Monica Calicchio and Founder of Oliver Bronner

The campaign, shot by Rankin, features the Tomorrow Entrepreneurs each using the Mate 10 Pro handset to showcase its one-of-a-kind built-in AI technology and the power it has to enable them to realise their full potential. With the support of AI technology, Samantha’s award-winning startup develops low-cost bionic hands to change the lives of amputees or those born without a hand, while Erez builds vertical farms designed to feed cities and minimise negative environmental impact. 

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