D&AD
London
ABOUT
To launch the Galaxy S24 Ultra, we created an unboxing experience as exciting as the tech inside it.
We took a trip back to 1938, to the South Korean city of Daegu, where Samsung first opened as a grocery store. Inspired by the brand's origins, we sent influencers and tech reviewers Samsung's newest tech disguised as Korean grocery items.
Importantly, the entire experience was written in Korean – meaning influencers needed to use Samsung’s new AI-powered translator to make sense of the experience - the more they translated, the more they uncovered.
AWARDS
D&AD Award - Wood Pencil
MADEIT CREDITS
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SamsungClient
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Alex CampbellSocial and Influencer Marketing Manager MX -
Andy GalballyNational Sales & Marketing Manager -
Blair McGowanEngineer -
Chris YeeAnimator -
Christian HewittHead of Design -
Corey EsseManaging Director -
Dane Van VeenCreative Director -
Denis BernarStudio Lead -
Gavin McLeodChief Creative Officer -
Georgia BrayProduction Assistant -
Gilliana AxiaInfluencer Manager -
Grace LemechCopywriter -
Grace VizorClient Partner -
Isabella HolderInfluencer Manager -
Jarryd PatelSenior Planner -
Jess WalleyProducer -
Jonny BergerManaging Director -
Kate AllenCreative Director -
Katrina Van BerkelDesigner -
Kyle BrandseSenior Editor -
Laura EagletonGroup Account Director -
Lex HodgeDirector -
Lizzie DingleProducer -
Loren BradleyExecutive Producer -
Madeleine MerzvinskisDesigner -
Mat BogustEngineer -
Natalie HortIntegrated Producer -
Nic DoyleSenior Account Manager -
Ollie RitchieContent Creator -
Patrice LiemSenior Designer -
Paul MeatesExecutive Creative Director -
Raisa MushrafiAccount Director -
Sam SchermaStudio Manager -
Tash JohnsonHead of Production -
Torika TaylorArt Director -
Victor LeoncelliAccount Executive -
D&AD
