Galaxy A
Samsung Galaxy’s global product launch campaign, to promote the new Series A 5G smartphones. This latest iteration under the “Awesome is for Everyone” campaign focuses on the interplay between generations with Samsung giving the next gen the tools they need to create. Nowadays, a phone isn’t just a device, it’s the centre of our worlds especially for Gen Z who share the message - “Awesome is What I’m Doing”.
Project
The “Awesome is for Everyone” campaign, which was instigated by W+K, began in 2019 to promote the Series A phones. In this latest iteration, “Awesome Is what I’m Doing”, the campaign takes on the worn out narrative that smart devices distract young adults from their true ambitions by flipping the device to show the older gen what they can actually do with all this Awesome tech.
The campaign took the popular and undeniable ear-worm “Awesome is for Everyone Song” and made a new version called “Awesome is What I’m Doing” that kept the essence of what made the original song memorable, while adapting the lyrics to highlight all the Awesome tech feature upgrades of the new Galaxy A product launch, as seen in the 3 minute epic “The Awesome Product Adventure” advert.
The epic “odyssey-style” product advert is supported by TV, digital and social media assets, including a 30-second product film, which showcases key attributes of the products, and 15-second ‘key-feature’ film edits, which are supported by nine short films that were developed specifically for TikTok.
Brief
Working throughout the ideation and development stages I dug deep to uncover all the ways that teens use their Awesome tech to help with the big and small stuff in their lives. I discovered untold stories, works in progress, trends and the most innovative ways in which Gen Z are using their Awesome phones to do their school/college work, toy with careers, pursue their passions and develop side hustles.
Additionally I looked extensively into the trends and culture of TikTok, in developing site specific assets we wanted to represent the video and audio language of the platform, responding authentically to the popular themes of the social channel.
As is always important to Samsung Galaxy A, we discovered a diverse mix of Gen Zers who were authentic, universal, all inclusive, and worked with a mix of actors and real Creators who are known for their content. All of them are cool, memorable, fun and characterful, but most importantly, they all have a natural comedic timing and performance ability.
Credits
Agency: Wieden+Kennedy AMS
