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Samsung Hijacks the Mysterious Monoliths to Launch the New S21 Flagship Phone

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Cheil Centrade heads to Romania’s biggest ski slope to erect an 'Epic Monolith'

Samsung Hijacks the Mysterious Monoliths to Launch the New S21 Flagship Phone

Apart from the infamous Covid pandemic, monoliths were one of the events that took over the headlines in the past year, so Samsung teamed with Cheil Centrade to shed some light on the mysterious arrivals by creating their own – the Samsung monolith, sporting Galaxy S21’s unique camera module. 

The arrival of an epic phone should be as epic as the device itself. So, Samsung hijacked the global symbol and gave it a communication and marketing meaning by making their monolith act like a reveal for all the other ones to launch the Galaxy S21. 

Riding the wave on the monolith sightings from all over the world, they raised their very own in the heart of a Romania’s biggest ski slope, for skiers and riders to discover, share and interact with it. 

The arrival caught traction, as influencers and Samsung brand ambassadors stormed to discover the monolith with their own eyes, capturing and creating engaging content for their communities. 

But that didn’t end there. The Epic monolith was accessible to everyone who wanted to interact with it, through an AR filter with which users could experience the same #EpicArrival at home, using only their smartphone.

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Client

Advertiser: Samsung Romania

Creative Agency

Creative Agency: Cheil Romania

Executive Creative Director: Mihai Gongu

Creative Director: Roxana Nita

Sr. Copywriter: Ionut Iordache

Art Director: Razvan Mitoiu

Head of AV: Monica Garbur

Account Manager: Alina Miu

Social Media Coordinator: Petruta Ciuca

Business Leader: Gabriela Nanu

BTL Specialist: Dragos Ionescu

Head of Retail: Radu Baitoiu

Genres: Storytelling

Categories: Phones, Consumer Electronics

Cheil Centrade, Mon, 10 May 2021 13:08:00 GMT