Social Anthropologist Shea Glover's Global Samsung Campaign Champions Natural Beauty
Spot created by Cheil Worldwide shows Shea exploring self-image by capturing photos of real-life people with a Samsung Galaxy A8
Samsung is tapping into Generation Z’s craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.
At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit.
In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they’re beautiful just as they appear.
At the same time the film demonstrates how the Samsung Galaxy A8 is perfect for taking naturally beautiful photos in all conditions – from very low lighting, to rainy evenings, to bright sunshine.
It ends with the line: “Capture your true self with Galaxy A8. It lets you be you.”
The campaign provides a contrast to other mobile handset makers who promote their new models with ads focusing on camera settings that allow users to create artifice-laden selfies.
Malcolm Poynton, Global Chief Creative Officer at Cheil Worldwide, said: “Shea is the perfect person to take the Samsung Galaxy A message to Generation Z. Her creativity, authenticity and ability to connect with people shines through and throws a spotlight on the power of being yourself.”
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Director: Shea Glover (Adolescent Los Angeles) & Novemba (Academy Films London)
Producer: Steven Overs
Production Company: Academy Films
Cheil Worldwide, Tue, 09 Jan 2018 11:05:32 GMT
Art Director: Al Mills and Greg Mullen
Art Directors: Ollie Agius (BMB London) (Film)
Chief Creative Officer: Malcolm Poynton
Copywriter: Pete Ioulianou (BMB London)
Creative Agency: Cheil Worldwide Network
Global Business Lead: Euisun Chung (Cheil WW Seoul)
Global Strategy Director: Jeremy Thomas (Lead)
Print Producer: Dawn Moretti (Iris London)
Producer: Francesca Roberts (BMB London)
Senior Account Manager: Katie Gowoon Hu, (Print) Min Young Yoon