TECNO / Saudi Arabia / Nigeria / Indonesia / India / 2024Social · Film · Digital & Tech
ToneProud.
TECNO used storytelling and an interactive tool to start a conversation about representation of skin tones in mobile photography.
- Brand
- TECNO
- Agency
- TECNO in-house
- Market
- Saudi Arabia / Nigeria / Indonesia / India
- Region
- Global
- Year
- 2024
The challenge
Build awareness of the need for more inclusive imaging and introduce TECNO's Universal Tone technology.
The idea
People explored a personal skin-tone code online while creators, including Saudi filmmaker Fatima Al-Banawi, shared stories about representation across a global social campaign.
Results
- The submitted case reports 14 million campaign video views.
Case study source: Shorty Awards Source ↗
Awards
- Shorty Awards 2025 — Gold Honor, Global Campaign (https://shortyawards.com/17th/tecno)
Credits
- Brand and entrant
- TECNO
- Featured contributors
- Fatima Al-Banawi; Anggun; Johnny Drille; Ewa Kepys
