Let Your Nightside Rule
Most smartphone cameras excel in daylight - but fail in low-light conditions. That’s why Samsung as the leading brand, aimed to win the premium segment with S22’s impressive Nightography camera. However, tech-language is not that impressive for consumers. So that became our challenge: to create relevancy between S22’s Nightography & GenZ.
CD: Yorgos giosis
acd: Kevin Astin Lorenzo Beltran, Thuy vu
ART DIRECTOR: CHI DO
COPYWRITER: VI NGUYEN, thy
designer: huden, qq, quyen bui, kiet nguyen
the manifesto
Hero film
THE SEA WE DON’T SEE
Diving is the new hit in Vietnam. But despite what people think, it's not just a day activity. The night underwater environment is one of the most challenging ones for a camera to capture, so Rainbow's Nightography will take that mission.
In collaboration with a professional night dive team, we will dive deep into the night to capture the unseen beauty of Vietnam’s waters.
The film received 15,938,151 views on Youtube. The Campaign ended up reaching over 12M people (95%) and exceed 117% KPI in term of views.
The moodboard
what really were Captured with s22 that amazed me:
hero engagement
Sống Đậm Chất Đêm
In order to deliver our epic message, Samsung collaborates with Kenh14 to host a photo and video contest, rally gen Z to capture their epic night life and share your own night stories.
Each of their submission become a part of Vietnam nightmap
Our guide for influencer:
THE SUBMISSION:
the award:
Cheil Vietnam wins GOLD award at MMA Vietnam Smarties.
Our team has shown passion and dedication to fulfill this hard mission of under-the-sea-in-the-dark shooting during Tet seasons + Covid 19.
And has highlighted client's product not by commercializing but by proving the feature as it does.