Huawei launches global “Now is yours” campaign to win Gen Z hearts
Huawei’s latest brand play aims to emotionally resonate with the next generation of global consumers
Huawei Device has unveiled a global brand campaign called “Now is yours,” signaling a strategic shift from touting innovation to building emotional resonance with younger consumers.
Launched across Asia, Europe, Latin America, the Middle East, and Africa, the campaign positions Huawei not just as a tech leader but as a lifestyle companion. By putting empathy and authenticity at its core, the company aims to reach a new generation of global users through shared values and real-life experiences.
This article explores how Huawei is reframing its brand story, why the shift matters, and what marketers can take away from this new direction.
Short on time
Here is a table of content for quick access:
- What happened: Huawei pivots from product to feeling
- Why it matters: marketing is shifting toward human connection
- What marketers should know
Patrecia Meliana
What happened: Huawei pivots from product to feeling
“Now is yours” builds on Huawei’s longstanding “make it possible” brand narrative. But this time, the focus is no longer on what the tech can do. Instead, it’s about what the user can feel.
At the center of the campaign is a global brand film that rolled out on September 19. Created with Ogilvy China, the film captures intimate and culturally diverse moments from young people around the world. From joy to reflection, the narrative leans on emotionally charged storytelling paired with a reimagined brand melody to create a universal emotional experience.
The visual storytelling and soundtrack are designed to evoke deeper emotional engagement, steering the brand away from traditional performance-driven messaging. This aligns with a wider movement in branding that prioritizes identity, community, and emotion over technical superiority.
Why it matters: marketing is shifting toward human connection
The campaign reflects a broader shift in how legacy tech brands are trying to stay relevant. With younger audiences often skeptical of corporate promises, many companies are pivoting from product-first to people-first messaging.
Huawei’s recent product moves reinforce this repositioning. In July, the brand globally launched the Huawei Pura 80 Series, including the visually striking Pura 80 Ultra and Glazed Red Pura 80 Pro. Both devices use jewelry-inspired designs and sunray motifs to convey symbolic elegance, backed by premium imaging technology.
Rather than separating product and brand, Huawei is now blending emotional storytelling with product aesthetics to create a unified experience. This integrated approach signals a desire to stand out in saturated global markets where consumer loyalty depends more on values and less on hardware specs.
What marketers should know
Huawei’s latest brand push reflects a larger shift in how tech companies are engaging younger audiences. It’s not just about sleek design or cutting-edge performance anymore. Emotional connection is emerging as a central brand asset, especially in saturated and highly competitive markets.
Below are four key takeaways for marketers looking to apply similar principles in their own brand storytelling:
1. Emotional storytelling is gaining ground in tech
Huawei is showing that even hardware-focused brands can use human narratives to drive engagement. Marketers in B2B or traditionally technical sectors should consider how to translate functional benefits into emotionally compelling messages.
2. Empathy and authenticity build stronger global resonance
The campaign uses universal themes—like youth, freedom, and connection—to cut across cultures. This approach makes the brand feel personal without being overly specific, a tactic global marketers can emulate.
3. Collaborations with insight-driven creative partners are key
Ogilvy China helped Huawei strike a balance between cultural specificity and global relevance. Marketers should look for creative partners who understand both brand heritage and evolving audience expectations.
4. Value alignment is becoming a competitive differentiator
Younger audiences are increasingly choosing brands based on shared values rather than product specs. Huawei’s shift reflects an understanding that emotional loyalty can be more powerful than feature lists.
Huawei’s “Now is yours” campaign marks a clear evolution in how legacy tech brands are approaching global marketing. Instead of pushing innovation as the story, the focus is now on creating emotional relevance that builds long-term resonance.
For marketers, this is a reminder to rethink the playbook. If the goal is to connect with emerging generations, it may be time to move from showcasing products to spotlighting people.
