Children are tough critics. They tell it like it is. They are also adorable to watch. RAPP is using these two facts of life in a campaign for Samsung Galaxy Z Fold3. In Curiosity Unfolded, the Founders Forum tech entrepreneurs use the Samsung Galaxy Z Fold3 to pitch their inventions to children.
The campaign features a series of short films showing entrepreneurs using the phone’s folding functionality to help bring their ideas to life for their audience. The children then put the experts through their paces by asking probing questions.
The entrepreneurs featured, Bobby Healy, Dr Helen O’Neill and Carmen Palacios-Berraquero, have reimagined home delivery with drones, hormone health and quantum tech, and are all members of the Founders Forum.
Sid Gordon, creative director at RAPP UK, noted, “Children are often the harshest critics and are not afraid to ask difficult questions, no matter who you are or what you do. So you have to be fully prepared, and tell your story in the simplest, most engaging way possible. This campaign really puts our entrepreneurs to the test, and demonstrates how the Samsung Galaxy Z Fold3 can help simplify everyday tasks and challenges.”
The films, showing the children reacting to the folding screen and expressing their childlike curiosity, will run online, on social media, in local press, display and via media partnerships with the Independent and Evening Standard.
Alex Conaway, head of brand at Samsung, stated, “Our ongoing partnership with Founders Forum has enabled us to work with this next generation of tech entrepreneurs. It’s been fascinating to see how the notion of curiosity, along with the harshest of critics – 6-year-olds, has helped these business leaders of the future challenge their own thinking. Our new foldable devices are at the heart of this activity, which is designed to demonstrate their unique new productivity and their role in new ideas that push the tech world forward.
Credits
Agency: RAPP
Chief Creative Officer:Al Mackie
Creative Director: Sid Gordon
Senior Art Director: Anthony McGinty
Senior Copywriter: James Sexton
Managing Partner: Kat Bain
Group Account Director: Jamie Marks
Account Director: Lloyd Nicholls
Programme Director: Amy Bedford
Senior Agency Producers: Adam Pretty & Kate Hinton
Strategy Director: Julian Borra
Senior Strategist: Nick Bain
Designer: Joe Martin
Head of 3D and Motion Graphics: Jeffrey Osbourne
Production Company: Be The Fox
Director: Liz Unna
Editing: The White House
Post: Creative Outpost
Media Planning: Starcom
