HUAWEI has launched a creative OOH project that brings together the design language and Sunset color of its new flagship Pura 90s Pro Max with İzmir’s iconic coastline. By aligning the city’s sunset ritual with the aesthetics of the physical product, the campaign takes technology communication into the realm of contextual marketing.
Blending technology with fashion and design aesthetics in consumer electronics, HUAWEI has launched an outdoor campaign for the new Pura 90s Pro Max that moves beyond traditional product launch formats. The device’s distinctive “Sunset” color palette has been brought to life on the İzmir Tram operating along Mustafa Kemal Sahil Bulvarı, one of the city’s landmark routes.
Contextual Media Usage Inspired by a Natural Insight
Going beyond static outdoor advertising, the project brings İzmir’s famous sunset views along the Gulf together with the color transitions on the device’s rear panel within the same visual frame. Wrapped in the campaign design, the tram traveling along the coastline creates a visual harmony with the reflections of light across the sky and sea in the late afternoon, presenting the product directly within the atmosphere that inspired its design.
A Fusion of Technology and Urban Identity
Supporting the Pura series’ global positioning around “aesthetics, art, and elegance” with local insights, the campaign aims to become part of the urban experience rather than simply promote a product. The campaign encourages consumers to perceive the device’s design not merely as a phone color, but as an aesthetic moment captured along the coastline and an expression of lifestyle.
“We Brought Technology Together with the City’s Own Character”
Commenting on the creative strategy behind the campaign, Mustafa Can Akbaş, Brand and Marketing Director of HUAWEI Türkiye Consumer Electronics Group, said:
“The Pura series positions technology not simply as a performance-driven tool, but as an aesthetic part of everyday life. When designing the Sunset color of the Pura 90s Pro Max, we wanted to bring the natural light cycle that inspired us to İzmir’s coastline, where this theme finds one of its strongest expressions in Türkiye. By transforming the tram into a moving design showcase, we made the product’s aesthetic proposition visible directly where everyday life unfolds.”
Continuing to operate along İzmir’s coastline, the wrapped tram will remain a visual focal point throughout the campaign, creating a distinctive moment for both passengers and İzmir residents spending time along the waterfront.
