Buying a phone has never been so dramatic. Ironically the drama – created for Samsung’s flip phones – comes from Wieden + Kennedy Amsterdam’s sense of humour. It’s all about the loyalty we have for the phone brand we’re used to.
Foldable phones are something that hasn’t been seen for decades and Samsung is doing its utmost to make its revival of them the next massive thing. Bacon directors, Matias & Mathias, neatly inject a lot of product information into a fun story about the angst of phone FOMO vs phone love.
Samsung injects a lot of subtle persuasion into buying a new phone, something that no longer has the fervour it once did.
“In a sea of sameness, standing out can be a nerve-wracking experience. We tried to capture the anxiety some users experience at the thought of switching to Samsung with a fun yet slightly chilling story,” stated Ed Olhagaray and Ramona Todoca, creative directors at W+K Amsterdam. The psycho-thriller felt like the perfect genre to translate these feelings and poke some fun at them. Ultimately being different or buying different isn’t the traumatic experience some might fear. If anything, it’s liberating.”
The hero commercial will by supported by five shorter spots that illustrate the device’s flexible features through real-world scenarios. They ask, “Don’t you wish your phone could…” gallop with horses, do downward dog on a yoga retreat, do an intense sit-up workout, slide into pockets or bow to a theater audience.
Credits:
Client: Samsung
Chief Marketing Officer—Samsung Mobile: Stephanie Choi
Vice President, Head of Brand Marketing & Global Launch Campaign Samsung Mobile: Sonia Chang
IMC Strategy, Principal Professional: Yong Woo Kim
Integrated Marketing Communications Manager: Nooree Hur
Agency: Wieden+Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Ramona Todoca, Edouard Olhagaray
Art Director (Join The Flip Side Film): Cecilia Pignocchi
Art Directors (Social Films): Cecilia Pignocchi, Florian Barthelmess
Copywriter (Join The Flip Side Film + Social Films): Andrew Duncan
Head of Broadcast Production: Joe Togneri
Executive Producer: Endy Hedman
Producer (Join The Flip Side Film): Yaya Zhang
Producer (Social Films): Hayley Vair
Managing Director: Blake Harrop
Planning Director: Thom Dinsdale
Planner: Ipek Tosun
Comms Strategy Director: Akua Harris
Group Account Director: Eleanor Thodey
Account Director: Luke Hickey
Account Manager: Mauro Sala
Business Affairs: Sametta Gbilia
Studio Director: Lizzie Murray
Designers: Lewis Beedham, Olya Kuzovkina
Motion Designers: Muhcine Ennou, Serhii Serbin, Stelios Nikolaou
Production Company: Bacon
Director: Matias & Mathias
Director of Photography: Benjamin Loeb
Producer: Henrik Berthelsen
Executive Producer: Samuel Cantor
Editing: Art Official Agency
Editor: Ben Canny
Audio Post: Factory Studios
Sound Designer & Mixer: Dan Beckwith, Jack Hallett
Producer: Beth Massey
Music Original Composition: KOM
Music Company: Boosey & Hawkes, Albersen Verhuur B.V., Timpani, Universal Music (Publisher + Master), Upright Music (Stock Track)
Post Production: Black Kite
Flame: Andrew Curtis
Producer: Holly Tidwell
Exec Producer: Amy Richardson
Colour: Tmls AS
Colourist: Julien Alary
Audio Post: Wave Studios Amsterdam
Sound Designer & Mixers: Archie Presley, Alex Nicholls-Lee
Producer: Michael Hoogdorp
Post Production: The Mill Amsterdam
Flame: Ricky Weissman
Nuke: Becanti Wijnbergh
C4D: Matthew Schoen, Ola Tandstad
Producer: Thomas Cole
Head of Studio: Lauren Loftus
