Communicating with Gen Z and shifting their perception is a hard task. So, rather than teaching them how to use the smartphone, we recognised that they — and their creativity — should be the true protagonists of this activation.
NEI brought together a multidisciplinary and diverse creative ecosystem to create the campaign itself, placing the art direction, branded soundtrack, and content creation entirely in Gen Z’s hands.

To help them with the creation, we transformed the Redmi Note 13 guide booklet, originally a technical manual,  into a series of challenges made to capture iconic moments on camera. An open invitation for them to do what they love most: live a powerful, fully charged, high-quality life worth sharing on their social media.

Beyond a campaign, this was a strategic project designed to gather insights, assess creator performance, identify potential brand ambassadors, and outline new ways for Xiaomi to strengthen relationships with youth.