Samsung: Galaxy FolD
Agency: Oglivy
Creative Direction & 3D Motion Production: DE-YAN
Client: Samsung
AWARDS
Cannes Lions Bronze (Design: Social Engagement)
Samsung Unpacked 2019 was the most anticipated mobile event of the year. Would the first foldable smartphone, the Galaxy Fold, finally be revealed?
With the rumors, speculations and fan leaks already swirling, we embraced the confusion surrounding the event and added to it in a way that only Samsung could: A global campaign written in Hangul – the Korean alphabet – a writing system that 99% of the world does not understand.
First, we posted a cryptic film to Samsung’s media channels – written in Korean. Translation: The Future Unfolds
At the same time, out of home appeared in Paris, Rome, New York City, Madrid, London and other major cities around the world. Translation: The Future Unfolds
The media coverage and online buzz led to a record number of people tuning in to see if the Galaxy Fold would be revealed at Unpacked 2019 on February 20th.
