The agency brought the product’s above-the-line creative concept, ‘Beauty and Brains Collide’, to life by incorporating several avant garde elements to entertain and inform Huawei Technologies’ trade and Vodacom guests.

These included staging a smartphone art screening, which featured the impressive smart phone actually embedded in the artwork; custom-programmed interactive touch screens and gaming units; a performance by acclaimed mentalist Gilan Gork; a fashion show incorporating the Ascend P1’s features; and a themed Jackson Pollock guest pledge canvas on which guests expressed their own artist flair.

One of the highlights of the launch was the Ascend P1 game show ran by emcees, Simon Dingle and Lalla Hariyama. This involved guests using the new Ascend P1 smartphones to seek out the answers using live handsets. The cherry on the top was that every contestant proved to be a winner and received a sought after Ascend P1.

Another first for the Huawei Devices team was seeing two Ascend P1 smartphones used as mixing DJ decks, as DJ Justin Miller got the party started after the staged events and formalities were over.

“With only two weeks production lead-time from our proud appointment, it was all hands on deck, 24/7, to ensure we took this mobile industry function to new heights,” said Tinderbox managing director, Dom Smith.

“It was a massive team effort with everyone – by client, suppliers and the Tinderbox team alike – putting in extra hours and extra enthusiasm; our heartfelt thanks to all. We’re delighted it was the roaring success it was, and offered that same affordable service centric creativity as our mantra – give us a try, you won’t be disappointed,” he added.