Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core.
Embracing the vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi continuously pursues innovations,high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices
to let everyone in the world enjoy a better life through innovative technology.
According to Canalys, the company’s market share in terms of smartphone shipments ranked No. 3 globally in the second quarter of 2022. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 526.9 million smart devices connected to its platform as of June 30, 2022, excluding smartphones, tablets and laptops.
Xiaomi products are available in more than 100 countries and regions around the world. In August 2022, the company made theFortune Global 500 list for the fourth time, ranking 266th, up 72 places compared to 2021.
Challenge/Task:
XIAOMI approached MADOGZ to deliver not only a creative idea but also to execute a photo shoot to announce the launch of their brand new mobile phone, Redmi Note 11 series. As the campaign was planned to cover nearly 20 countries in Europe, the agency had to deliver and idea which would be recognizable across borders, mostly covering CEE markets.
What MADOGZ did:
The response from MADOGZ included a choice of a well known photographer, Paweł Fabjański, who already made great sessions for brands such as PUMA, Adidas or 4F and leading polish music artists including Tacofinade, Żabson, Szczyl or Taco Hemingway. The perfect place for the shoot to fulfil all XIAOMI needs was BE HAPPY MUSEUM, a place with dozens of scenes to take photos and rooms with illusion, such as a pool with Marshmallow foams, a banana swing, a twisted Panda’s or magical unicorns. MADOGZ also delivered the whole process of casting, photo shoot production and finally post production of all key photos, which were later implemented as key visuals for the whole Redmi Note 11 series.
MADOGZ OPINION:
The whole project was really challenging as we had to find not only a creative way of showing the new Redmi Note 11 phone but also find the visual platform to deliver the message “Rise to the challenge”, which was XIAOMI global claim for the whole campaign. Thanks to the cooperation with Paweł Fabjański, the final pictures were truly perfect and the whole campaign could be seen not only in Poland but also in Denmark, Norway, Lithuania, Sweden, Greece or Austria.
Tomasz Pastuszka, Creative Director MADOGZ