Unboxing isn't just about taking the technology out of the packaging.

We had the right opinion leader, we had an amazing product to launch, but we needed a 'box' to deliver it in.

So we hand crafted a unique case. Inspired by the textures, materials and craftsmanship of Leica cameras - the German brand that co-engineered the Huawei P9.

We then delivered it to Lewis at Unbox Therapy. His review got over 3.5 million views and over 80,000 likes on YouTube.

Our target was 1 million views.