Surfing Cats and Gen Z Content Creators Join Forces to Highlight Samsung's Awesomeness in Spot for Galaxy A
We all learned last year that the Galaxy A phone has an awesome screen, an awesome camera, and long-lasting battery life. This year, Samsung wanted to go one step further and give everyone a first-hand experience of how these awesome features actually work.
Samsung worked with Wieden+Kennedy Amsterdam again to create a campaign that virtually test-drives the Galaxy A. ‘AWESOME is for Everyone’ features a series of films making viewers feel as if their own handset has been taken over and they witness a fast-paced trip through the phone, fuelled by footage from content creators all around the world.
The hero film is a rollercoaster ride through different phone features and social media platforms that takes us from paparazzi aliens to surfing cats, from game characters playing baseball with meteorites to an ad within an ad. The spectacle is accompanied by a thumping electro banger that makes you chant along to the lyrics: “AWESOME SCREEN, AWESOME CAMERA, AWESOME BATTERY”.
Additionally to the hero film, there are seven 15-second feature films that highlight the phones main features (screen, camera, battery, toughness, storage, security, performance power) that further highlight why this phone is so awesome.
To help position the phone as a go-to device for Gen-Z, the campaign was brought to life in collaboration with real content creators including Lil Mayo (an alien), Let It Happen (dance group), Big Heath (musician), Audrey Nuna (musician), John YuYi (visual artist), Pablo Rochat (media artist), Neko Chan (content creator) and Steven Pascua (dancer and creator). One of the main drivers of the campaign is music, and all tracks were created by different 'bedroom' producers all over the world.
W+K Amsterdam art director, Mariano Garcia Cruz and copywriter Daria Ovechkina say: "Awesome screen, awesome camera, awesome battery, awesome campaign, awesome press release!"
"The Galaxy A is out of this world." comments Lil Mayo, alien.
Since the production took place right in the midst of the pandemic, Covid-19 restrictions meant that the footage was all shot remotely and on Galaxy A phones. It was important to have an even more planned and technical approach to the animations and investigate what was possible to create on the device itself, as this had to be incorporated with the footage captured during the remote shoot.
To fully experience the Galaxy A, we recommend to watch them on your phone.
EVP, Global Head of Brand Marketing: Pio Schunker
Vice president, Global Brand Marketing: Matthew Leem
Brand Director: Jessie Song
Sr Brand Manager: Robin Park
Sr Brand Manager: Emily Choi
Sr Brand Manager: MJ Kim
Brand Manager: Soyoung Jang
Managing Director: Blake Harrop
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Daniel Schaefer, Szymon Rose
Art Director: Mariano García Cruz
Copywriter: Daria Ovechkina, Chris Taylor
Head of Broadcast Production: Joe Togneri
Executive Producer: Jaime Tan, Endy Hedman
Broadcast Producer: Khalid el Khouani
Group Account Director: David Newsome
Account Director: Nick Pirtle
Account Manager: Mariia Shatikhina, Thomas Missault
Account Executive: Bliss Zhawi
Head of Planning: Martin Weigel
Planning Director: Thomas Dinsdale
Head of Comms & Digital Strategy: Freddie Young
Comms Planning Director: Elsa Stahura
Studio Director: Lizzie Murray
Motion Lead: Gustav von Platen
Motion Artists: Hashmukh Kerai, Laura Calvo, Justin Magness, Stelios Nikolaou, Laen Sanches, Ola Tandstad
Designer: Lucille Fenouil, Lewis Beedham, Noa Redero, Malia Killings
Project Manager: Katie Finn Cleary
Business Affairs Manager: Marie Hernandez
PRODUCTION COMPANY: Somesuch
Director: Raine Allen-Miller
Director of Photography: Olan Collardy
Producer: James Waters
Executive Producer: Tash Tan
EDITING COMPANY: Will Judge Editing
Editor: Will Judge
AUDIO POST: Wave Studios Amsterdam
Sound Designer/Mixer: Alex Nicholls-Lee
Artist / Title: WERK AAN ZEE - ‘ANOTHER AWESOME SONG’, Philip Kay - ‘Another awesome song Long Form’
Mixing Engineer: Randall W. Macdonald
Music Company: Wave Studios Amsterdam / Sixty Four Music / KOM
PRODUCT FEATURE MUSIC
Music Company: Pitch & Sync
Artist / Title: Weyland Mckenzie & AyChibs - ‘Screen’, Hamb Sun - ‘Camera’, Kenny Pahina - ‘Toughness’, CJ Mirra & nineteen90 Studio - ‘Performance Power’, Dj Hyperlink - ‘Battery’, hirihiri - ‘Security’, Turreekk ft. Mandy Ventrice - ‘Storage’
POST PRODUCTION: MPC Amsterdam
VFX Supervisor / Lead Flame: Ricky Weissman
3D Supervisor: Andy Steele
VFX Team: Michael Aveling, Han-ter Park, Silvia Bartoli, Arnau Gilbert, Amar Chundavadra, Somesh Tiwari, Sandeep Grove, Ria Banerjee
Producer: Thomas Cole
Line Producer: Salil Thapa
COLOUR: Company 3
Senior Colourist: Stefan Sonnenfeld
Senior Producer: Gabriel Wakeman
Executive Producer: Ashley McKim
Category: Consumer Electronics , Mobile Devices
Genre: Action , Animation , Dialogue