Singapore – With the launch of its anticipated Galaxy S24 Series smartphone lineup, Samsung has worked alongside BBH Singapore to launch a new campaign signalling a new age of communication, creativity and collaboration through mobile AI.
With Galaxy AI leading the way in this new era of mobile AI, the S24 Series offers a new way to connect, create and get things done. The campaign began with a teaser film, Galaxy AI is coming, which celebrates Samsung’s long history of pushing the boundaries of what’s possible, from pioneering TV phones in 1999 to foldable phones in 2019.
The official film introduces one of its hero features, ‘Circle to Search,’ developed with Google. Following this, Samsung is also unveiling a series of seven films spotlighting Galaxy S24’s most revolutionary features.
Developed in partnership with Google, Samsung’s ‘Circle to Search’ flagship feature provides a new way for users to intuitively search for anything on their phones with only a simple gesture, and without switching apps.
The series of films also involved a multitude of production houses, which includes Academy Films UK, Albert Park Production, Final Cut, Fuse Adventures in Audio, Fuse Asia Sdn Bhd, Globetrotter, Immigrant, MJZ, ProdCo, Room 121 Seoul, Strings & Tins, TenThree UK, The Lift Mexico, The Mill LA, The Mill Seoul, The Mill London, and The Quarry.
Sonia Chang, VP at Samsung Electronics, said, “Samsung is ushering in a new era of mobile AI with the release of the Galaxy S24 Series, which makes everyday experiences more epic. From awe-inspiring creativity to barrier-free communication, what better way to showcase the different ways Galaxy AI ignites new possibilities than with the launch of a multi-faceted global campaign.”
Meanwhile, Sascha Kuntze, chief creative officer at BBH Singapore, commented, “Partnering with Samsung Electronics to launch a global campaign at this scale makes us very proud. This campaign ushers in a new era of mobile, but also a new era of advertising from this region, proving that world-class work can originate here in Singapore. Singapore’s talents, its diversity, cultural sensibility, and its drive for innovation is a unique advantage when it comes to launching products that debunk the status quo.”
The multiple film launch is part of BBH Singapore’s continued work for Samsung following its takeover of The Sphere in Las Vegas during CES 2024.
