Huawei brings holiday vibes to HK streets with Pura 90s series

Huawei Hong Kong has launched a dynamic out-of-home campaign to introduce its latest flagship smartphone lineup, the HUAWEI Pura 90s series, featuring the Pura 90s Pro Max and Pura 90s Pro.

Centred on an aesthetic inspired by holiday living, the new collection pairs advanced mobile photography and AI-driven imaging features with an ergonomic flat-screen design meant to evoke a sense of ease and relaxation.

Running through the end of August, the marketing push aims to build immediate brand fame among Hong Kong's tech-savvy audience. The campaign prominently features fully wrapped tram bodies alongside a special weekend tram parade across Hong Kong Island, supported by programmatic video ads, digital banners, and social media activations.

The lifestyle theme carries directly into the devices' colourways. The premium Pura 90s Pro Max debuts the industry’s first dual-tone gradient metal frame in shades of Orange Sea, Glow Purple, Dawn Gold, and Obsidian Black. Meanwhile, the Pura 90s Pro takes inspiration from refreshing summer beverages, offering options in Pink Guava, Orange Soda, Coconut White, and Mulberry Black.

Beyond design, Huawei highlights major imaging enhancements across three key areas: telephoto performance, main camera capabilities, and colour accuracy. The top-tier Pura 90s Pro Max leads the lineup with an industry-leading 200MP ultra-large-sensor telephoto camera, engineered to capture distant landscapes and fine details with remarkable clarity, accompanied by intuitive AI tools for effortless shooting and editing.

Kenix Lai, vice president, client leadership, WPP Media, said, “Inspired by the spirit of travel, the HUAWEI Pura 90s Pro Max brings this concept to life through a vibrant spectrum of colours. We strategically leveraged tram body advertising and a weekend afternoon tram parade across Hong Kong Island to evoke a relaxed, slow-paced holiday feeling throughout the city."

Lai added, "This idea was inspired by the Pura90s Pro Max’s signature 'Orange Ocean' colourway, the industry’s first dual-tone gradient metal frame, where colours blend seamlessly to create a refined, premium look with distinctive depth and visual appeal. It literally is the magical moment!"

Don't miss: Huawei strengthens emotional connections with global consumers

Back in November 2025, Huawei Device launched “Now is yours,” a global campaign marking the next evolution of Huawei’s brand story.

Building on the legacy of its “make it possible” brand proposition, which established Huawei as a technology innovator, the campaign aimed to move beyond tech leadership. It seeks to forge deeper emotional connections and shared values with a new generation of global consumers.

Related articles:

Huawei donates 'qurban' to needy across 15 cities in Indonesia
Huawei flamed for using DSLR camera to promote Nova 3i's camera capabilities