Huawei lures photographers to phone brand with AI-judged competition

An algorithm and a human will judge a photography contest in Huawei's latest push to get prospects to consider its P20 Pro smartphone.

The Chinese manufacturer is using the ‘AI’ algorithm employed on the phone to judge entries, which can be taken on any type of camera and submitted via an interactive chatbot on Facebook Messenger.

The competition will run for eight weeks and is open to members of the public in Western Europe. It includes categories such as ‘After Dark’ and ‘Deep in Detail’.

It will be scored by the algorithm, which has been trained with millions of images supplied by professional photographers and picture editors to rank photographs on parameters such as focus, jitter, saturation, colour and composition.

Alex Lambrechts, a top photographer for Leica, which makes the lenses used in the P20, will add the human element to the judging.

Prizes include P20 smartphones and 10 winners will ultimately be selected to win a trip to Italian art capital Florence, home of the Renaissance, to attend a Leica photography masterclass.

The campaign was developed by FCB Inferno for Andrew Garrihy, chief marketing officer at Huawei Western Europe. It is particularly designed to target Instagram users and is being driven by 50 Instagram influencers across Europe including Dan Rubin and Rosie Fortescue. 

Garrihy said: "We have trained the AI in our P20 Pro smartphone to understand what makes an amazing photo. This innovation is helping us to identify emerging creative talent across Europe and showcase their photography potential to others."

Image credit: Zoe Pastelle 

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content