The global campaign ‘AWESOME is for Everyone’ for Samsung’s new A Series phone is all about the age of live video. Particularly the way in which it is used on social media platforms like Instagram and Tiktok.
We realised that to make something relevant, we had to do it like it was done on Tiktok. To make sure no Gen-Z eyeball was spared, we made a 48 second film as well as six 15-second feature ads and over 300 social formats to accompany the hero film.
We realised that to make something relevant, we had to do it like it was done on tiktok. So we collaborated with the content creators who do it best. We brought in makeup maverick Madrona Redhawk, dancing king Yvng Homie, funny man DJ Rangster and loads of other cool people. We also worked with 4 young, bedroom producers Weyland McKenzie, Fanshore & Tropic, Hirihiri, DJ Hyperlink and DJ Haus to create tracks for each of our feature films, each one in a different genre.
This campaign got a lot of people moving on Tiktok.
It even got the stranger thing herself, Millie Bobbie Brown, shakin’.
It got K-Pop sensations Black+Pink making their own version.