Samsung Galaxy Note8’s global motto is Do Bigger Things. Its Irish agency, took that on as a challenge, so it launched the new model in Ireland with an activation that delivers that motto loud and clear.
The agency identified architect, Santiago Calatrava’s, harp-inspired Samuel Beckett Bridge in Ireland as the perfect icon. And it brought the bridge to life for Samsung, making the harp playable on Thursday September 14 at 9pm.
— Samsung Ireland (@samsungireland) September 14, 2017
— Samsung Ireland (@samsungireland) September 11, 2017
Guns or Knives creative director, Adam Crane, stated, “Samsung continues to raise the bar for innovation with its latest platform. We wanted to do the vision justice with a bigger-than-life idea that was relevant for the Irish audience. In approaching a project like this, we really had to get under the skin of the Do Bigger Things platform before activating it for the local market. As a recognisable Irish symbol, the Samuel Beckett Bridge has drawn attention from brands before, but we were determined to make the public see it in a completely new light.”
To orchestrate the spectacular audio-visual display, Guns or Knives teamed up with developers to create a piece of software that would transform the bridge into a playable instrument – not only via the Note 8’s interface, but also through an actual electric harp. For the latter element, the agency enlisted harpist, Aisling Ennis. As she plucks the strings of the harp – playing the unique piece of music she composed for the event – the corresponding cable is illuminated on the bridge.
Guns or Knives copywriter, Jack Robertson, commented, “As you can imagine, the ambitious project called for a huge technical undertaking. We knew the phone had to be central to the experience, and being as powerful as it is, we had lots of scope to do something really impressive. To meet these complex demands, we harnessed the production expertise of Pauric Hackett of Make and Share. With his years of experience in field of projection mapping and production management, we knew he was the perfect person to help us bring the right technical expertise together.”
The performance is being supported by a series of social video content, created by Guns or Knives and Tiny Ark.
|Agency||Guns or Knives|
|Head of Marketing||Linda Nolan|
|Marketing Manager||Idé O’Brien|
|Creative Director||Adam Crane|
|Art Director||Connor Kenny|
|Account Director||Kerrie Sweeney|
|Account Manager||Siobhán Walsh|
|Account Executive||Meg Dalglish|
|Tech Producer||Pauric Hackett (Make and Share)|
|Producer||Nathan Reilly & Siobhain Kehoe (Tiny Ark)|
|Video Director||Charles Alexander (Tiny Ark)|
|Director of Photography||Blaine Rennicks (Tiny Ark)|
|Production Coordinator||Emma Good|
|Aerial Filming||Alex James|
|Editor||Charles Alexander (Tiny Ark)|
|Post Production Supervisor||Siobhain Kehoe (Tiny Ark)|
|Post Production Sound||Alex James|