Mobile Brand realme Celebrates Defiant Spirit of Today's Youth with Global Campaign 'How Dare You'
To celebrate realme’s milestone of 100 million users, the company launched its ‘How Dare You’ campaign for its fan festival on August 28th. The campaign, concepted and crafted by digital-first creative company Media.Monks China, champions the new generation’s daring pursuit of their individual and collective truths.
Using ‘How Dare You’ as a statement that takes back power from the negative external noise, the hero film shares the anthem of truth, with a call to unapologetically share your own. Instead of letting words of judgement, preconceptions or stigmas stand in the way, the campaign urges people to embrace them, own them, and use them to fuel us forward and further. With the anthem, realme stands shoulder to shoulder with a generation who dares to open up to truths that others find uncomfortable.
"Realme is a brand for young consumer groups - groups that include many people who are underrepresented in mass media. This was our opportunity to address this by researching stories that could capture the diversities of people's experiences. It’s encouraging to see an inclusivity-minded campaign originating from mainland China make an impact in multiple markets across the world,” says Nina Kong, strategy director of Media.Monks.
”As a fast-growing youth brand, we are always proactively in searching efficient ways to communicate with our consumers. ‘How Dare You’ didn’t try to push them to be brave, because they are already brave enough to be themselves. Instead, we wanted to really understand them and pass on their voices to the world. We are super excited to partner with the talented Media.Monks China team this time to champion the daringness of our 100million users around the globe,” says Wanyi Li, director of brand and product communications at realme.
“Keep an eye out for all-girl rock band Voice of Baceprot from conservative West Java who make an appearance in the film. As young Muslim women who play metal, they’ve gained a passionate local following and a growing global fanbase despite opposition and judgement. They truly epitomise the spirit of the campaign,” Darren Crawforth, group creative director of Media.Monks adds. “Crafting the campaign was a global effort bringing together the talents of our Shanghai, Singapore and Buenos Aires monks which demonstrates the collaborative power of Media.Monks operating as one unified team worldwide.”
The ‘How Dare You’ campaign consists of a hero film, with the anthem of truth told through multiple stories. These stories are unpacked individually through supporting expressions, both through short film and images, in social content, designed to celebrate the millions of realme fans.
Agency: Media.Monks Shanghai
Darren Crawforth: Group Creative Director
Nina Kong: Strategy Director
Andria Wu: Senior Strategist
David Tse: Creative Director
Neil Lee: Copywriter
Yi Shi: Designer
James Zhang: Business Director
Kelly Belchere: Executive Producer
Crystal Wu: Producer
Shahida Dzulkeply: Producer
Video Editors: Ilona Szentivanyi / Lucas Fossati
Color Grade: Marina Frigerio
Designer: Eric Goldenberg
Sound Designer: Paula García
VFX Compositor: Emilio Aranguren
Post Producer: Federico Casaburi
Sound Production Manager: Sofía Scarpatti
Film line production house: Amok
Film Director: Sean Ng
Executive Producer: Nick Guan
Producer: Joanna Ng