“This Samsung ad is a deranged burst of meme energy”
The Galaxy A series is Samsung’s most affordable phones to date. We were tasked with creating a global brand platform to demonstrate the phone features as well as connect with a younger audience. One big problem… The audience we wanted to speak to have a severe allergy to traditional advertising.
In order to create something that felt genuine, we decided to throw our usual production process out of the window and embrace the same methods content creators are using to express themselves online.
We made music from product selling points. Instead of actors, we used content creators from Tik Tok. We also set ourselves a rule for the production; everything had to be filmed using the Galaxy A Series phone. Even post production and editing needed to be something that was possible in device. (All Typography and graphic elements are from the phone UI).
The end result was a lo-fi celebration of creativity, technology and meme music.
Tik Tok, Tik Tok, Tik Tok
In addition to the commercial, we worked with R/GA and K-POP band BLACKPINK to create the #DANCEAWESOME challenge on Tik Tok.
Over four million dance videos were submitted.
Bedroom Producers
Part of the ask from the client was to also create content focusing in on additional features. This felt like a great opportunity to expand the sonic world we were creating. We enlisted the help of young musicians and bedroom producers to create bespoke tracks.
The brief was simple, find the most creative way to say the USP…
Awesome is for Everyone
I think the thing I’m most proud of is that this platform that works for the brand and is flexible enough to allow new creatives to evolve and reimagine the campaign…
Awesome screen.
Awesome camera.
Long-lasting battery life.
Now repeat that… forever.
Agency: Wieden + Kennedy Amsterdam
Role: Creative Direction
With: Anya Dev, Bern Hunter, Chris Taylor (& many more)
Director: Ryan Staake
Partner Agency: R/GA