Peach
Hobby home page
liahome
Soundlounge
Five By Five
jw collective
Contemplative Reptile
Please Select
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition
  • Ukrainian Edition

Samsung's Latest Awesome Instalment Celebrates the Full Spectrum of Global Creativity 

Creative 319 Add to collection
Wieden+Kennedy Amsterdam and Stink to developed the campaign bringing young creative minds into the spotlight
Samsung's Latest Awesome Instalment Celebrates the Full Spectrum of Global Creativity 

There are two things you should know about the new Galaxy A smartphones: they are awesome and they are for everyone. This makes them the go-to devices for a young generation of content creators around the world, which is why Samsung partnered again with creative agency Wieden+Kennedy Amsterdam to develop the latest campaign under the ‘Awesome is for everyone’ platform, helping to bring these young creative minds into the spotlight. 

In 2019, we all learned that the Galaxy A has an awesome screen, an awesome camera, and long-lasting battery life. In 2020, Samsung took a step further by giving everyone first-hand experience of how the awesome features of the Galaxy A actually work. This year, the global campaign is a celebration of all of the awesome things people do when they have access to great smartphone technology. 

But instead of just speaking to global creators, Samsung is collaborating with them. They don’t just take technology at face value; when their optimism meets their hands-on improvisation, they create the behaviours, memes, crazes, dances and music that 
inspire the rest of the world. They aren’t just future smartphone buyers; they are where the future is created.

They don’t want brands selling them innovation; they want to be innovation. So in this year’s campaign, Samsung is celebrating and elevating the awesome creators and communities from around the world who are pioneering and remixing what smartphone technology can do for them, like The Critics, a troupe of Nigerian teenagers making sci-fi movies on their smartphones. 

Matthew Leem, vice president of Samsung Mobile Marketing, says: "Gen Z is potentially one of the most creative generations in human history. These social savvy creators leverage their smartphone as a tool to turn their ideas and passions into reality and share them with the world. When armed with the right technology, their creativity is endless. That’s why Galaxy A's mission is to make premium features more accessible to everyone, enabling more creativity and connections with the world. It's our privilege to work with the most remarkable young creators worldwide and observe how they realise their vision with our technology."

In the 30-second Official Launch film, Samsung brings together creatives from all around the world to collaborate and build an exciting and dynamic mosaic inspired by the Duet chains and culture of co-creation on social platforms. They start with one piece of footage and encourage other creators to join and add something to the story, forming an endless mosaic that builds a strong sense of connection with others around the world – the new phenomenon of global culture sync in action. 

The film takes the viewer from a Bangkok tattoo artist Parangew, to Jonathan Neguebites dancing on a beach in Rio, to a twins rap duo Ain't Afraid in Michigan, to the first Nigeria's skate crew Wafflesncream, to Vogue choreographer Alina Ryzhkova in snowy Kiev, to Kurdish-British model and activist Deba, and so on. The ride is accompanied by a remix of the iconic techno banger that highlights the awesome benefits of Galaxy A: “Awesome screen, awesome camera, long lasting battery life”. In addition to the Official Launch Film, and using the same mosaic technique, there are six 15-second feature films that highlight the new features of the newest Galaxy A72, 

A52/A52 5G and A32 that will help people express and share their creativity: Camera & Water resistance, Security, Battery, Storage, Display & Performance, 5G.

The campaign is also supported by two elaborate Official Introduction Films, that dive into the great new features of the newest Galaxy A72, A52/A52 5G and A32 that will help creators build and participate in global culture. Hawaii-based MaysMemes lends her oversized jackets to show off the display while Hydroman, an underwater dancer from India demonstrates the new water resistance feature. The alien Lil Mayo, who made an appearance in the 2020 campaign, even makes a comeback to showcase the extended camera features. 

Blake Harrop, W+K Amsterdam managing director, says: “We’re always inspired by the way that people around the world use technology in awesomely creative ways, and Samsung’s Galaxy A devices really represent that global creative culture. Our team hails from Russia, Zimbabwe, UK, USA, Spain, Germany, Italy, Morocco, Canada, Singapore, the Netherlands and France, so we quickly realised there were many different cultures we wanted to celebrate in this work.”

The campaign is playing out via a range of assets across TV, digital and social. The Official Launch, Camera & Water resistance feature, and A72/52 Official Introduction films are launching globally, including Brazil, India, Indonesia, Spain, South Africa. 


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
SAMSUNG

SVP, Head of Global Marketing: Stephanie Choi

Vice president, Global Brand Marketing: Matthew Leem

Brand Director: Jessie Song

Sr Brand Manager: Robin Park

Sr Brand Manager: Emily Choi

Brand Manager: Sunhong Min

Brand Manager: Soyoung Jang

Brand Manager: Saebin Park

WIEDEN+KENNEDY AMSTERDAM

Managing Director: Blake Harrop

Executive Creative Director: Eric Quennoy, Mark Bernath

Creative Director: Daniel Schaefer, Szymon Rose, Hannah Smit, Edouard Olhagaray

Art Director (Official Launch Film + Feature films): Mariano Garcia Cruz

Copywriter (Official Launch Film + Feature films): Dasha Ovechkina

Art Director (Why Galaxy A): Riccardo Rachello

Copywriter (Why Galaxy A): Chris Taylor

Art Director (A72/52 and A32 Official Introduction Films): Florian Barthelmess

Copywriter (A72/52 and A32 Official Introduction Films): Allan Stevenson

Head of Broadcast Production: Joe Togneri

Executive Producer: Jaime Tan

Broadcast Producer: Khalid el Khouani

Broadcast Producer (A72/52 and A32 Official Introduction Films): Eline de Roo

Group Account Director: David Newsome

Account Director: Nick Pirtle

Account Manager: Mariia Shatikhina

Account Manager (A72/52 and A32 Official Introduction Films): Samantha Wolfson

Account Executive: Bliss Zhawi

Head of Planning: Martin Weigel

Planning Director: Thom Dinsdale

Head of Comms & Digital Strategy: Danielle Pak

Comms Planning Director: Elsa Stahura

Studio Director: Lizzie Murray

Lead Designer: Tina Touli

Motion Designer: Justin Magness, Rob Wienk, Borja Holke, Lieke Milder, Lewis Beedham 

Project Manager: Caroline Kosse

Business Affairs: Marie Hernandez

FILM PRODUCTION 

PRODUCTION COMPANY: Stink Films

Director: Felix Brady

Director of Photography: Albert Salas

Producer: Katie Lambert, Martha McGuirk

Executive Producer: Jon Chads

PRODUCTION COMPANY: Stink Films

Director: Felix Brady

Director of Photography: Albert Salas

Producer: Katie Lambert, Martha McGuirk

Executive Producer: Jon Chads

Editing

EDITING COMPANY: Trim Editing

Editor: Vid Price

Assistant Editor: Helena Teixeira

EDITING COMPANY: Trim Editing

Editor: Matt Newman

Assistant Editor: Helena Teixeira

Audio Post

AUDIO POST: Wave Studios Amsterdam

Sound Designer/Mixer: Randall W. Macdonald

AUDIO POST: Wave Studios Amsterdam

Sound Designer/Mixer: Alex Nicholls-Lee

MUSIC

Music Company (Official Launch Film): Wave Studios Amsterdam / Sixty Four Music

Artist / Title (Official Launch Film): WERK AAN ZEE - "NEW AWESOME SONG"

Music Company (Feature Films): Pitch & Sync

Artist / Title (Feature Films): DJ Hyperlink - Camera & Water Resistance, Macha Kiddo & Relo - Security banginclude - Battery, Mansa '91 - Storage, Sylarbomb - Display & Performance, Sylarbomb - 5G

Mixing Engineer: Randall W. Macdonald

Music Company (Why Galaxy A Film): Kay/Oskwarek Music

Artist / Title: Phil Kay - A is for Awesome

Artist / Title (A52/A72 Official Introduction Film): Artist

Music Supervision (A52/A72 Official Introduction Film): Pitch & Sync 

Publisher (A52/A72 Official Introduction Film): Thomas Slinger in care of On The Money Music Ltd / One Two Many

Artist / Title (A32 Official Introduction Film): Artist

Music Supervision (A32 Official Introduction Film): Finger Music

Publisher + Label (A32 Official Introduction Film): Publisher

Post Production 

POST PRODUCTION : MPC Amsterdam

Lead Flame: Ricky Weissman

Artists (Official Launch Film): Elsa Tu, Warren Gebhardt

Artists (Feature Films): Kristian Bonne, Silvia Bartoli, Ullas Thunga K, Amar Chundavadra, Maximilian Mallmann, Chris Welsby, Arnau Gilabert, Vivek Mayanglambam,

POST PRODUCTION : MPC Amsterdam

Lead Flame: Elsa Tu, Angus Wilson, Kamen Markov

Artists: Mike Simons, Stepan Pazderka, Julia Caram

3D Supervisor: Andy Steele

Colorist: Jean-Clement Soret

Color Producer: Santino Napolitano

Producer: Gwenn Hardouin

Executive Producer: Lauren Loftus

Shashi Kumar S, Warren Gebhardt, Dan Lorenzini

3D Supervisor: Andy Steele

Colorist: Jean-Clement Soret

Color Producer: Santino Napolitano

Producer: Tom Cole

Executive Producer: Lauren Loftus

FILM PRODUCTION 
Editing
Audio Post
MUSIC
Post Production

POST PRODUCTION: MPC Amsterdam

Lead Flame: Angus Wilson

Artists (Why Galaxy A Film): Kiril Mirkov, Becanti Wijnbergh, Pavel Vicik, Vanessa Duquesnay, Sachin Dhapudkar, Winnie Sharma.

3D Supervisor: Andy Steele

Colorist: Jean-Clement Soret

Color Producer: Santino Napolitano

Producer: Tom Cole

Executive Producer: Lauren Loftus

A72/52 AND A32 OFFICIAL INTRODUCTION FILMS
FILM PRODUCTION

PRODUCTION COMPANY: RadicalMedia London

Director: Jonas & Julien

Director of Photography: Giuseppe Favale 

Producer: Mikey Levelle

Executive Producer: Ben Schneider

Edit

EDITING COMPANY: Trim Editing

Editor: Paul O'Reilly

AUDIO POST: Wave Studios Amsterdam

Sound Design/Music Adaptation (A32 Official Introduction Film): Alex Nicholls-Lee

Sound Design/Mix (A52/A72 Official Introduction Film): Randall W. Macdonald

MUSIC
Post Production 

Genres: People

Categories: Phones, Consumer Electronics

Stink, Mon, 12 Apr 2021 14:48:11 GMT