SAMSUNG | Unfold Your Possibilities
Samsung Foldables propels you into a new ways to work & accomplish, curate, & express that you have never experienced before.
CD: Martin Sutcliffe
ACD: Thuy Vu, Kevin Astin Lorenzo Beltran
Art Director: Chi Do, Dane Tran
Copy-writer: Vi Nguyen, Truong Nguyen, Nira Tran
DESIGNER: HUDEN
visualizer: pham si nguyen
Our Foldable devices have the significant form factor, that can fold and unfold, can also generate a very ownable clap sound.
Thus we want to plant these cues into our audience's mind.
We turn them into Galaxy Z identity that help to seed awareness action in people memory as well as trigger their conditional reflex.
We created a full set of identity cues covering audio visual experience from:
visual cue, action cue and sonic cue.
Hand Gesture is a flexible way to demonstrate our visual cue by hand gesture,can be easily done by KOLs or users with just 2 step:
Expect The Unexpected
Teaser
The Storyboard
The I'Mpossible Anthem
Social Engagement
Samsung Z Generation turns the “Impossible mindset” to “I’Mpossible attitude”.
We create a platform where we rally people under one Inspiring Slogan/Statement that reflects the attitude and the core mindset of our Galaxy Z generation.
Due to the constraints and limitation of shooting during 2021 COVID situation, we aim for more KOLs/TOLs tailor-made contents and combine them together to capture the mindset and attitude in the most authentic and inspiring way.
We leverage the TikTok platform where we create an iconic dance move that is simple to follow based from our I’Mpossible anthem.
The campaign received millions engagement and gained huge brand awareness.