Sydney, Australia – Global smartphone brand Samsung has unveiled Sabrina Carpenter, American singer-songwriter, actor, and producer, as its newest influencer partner and for a new activation campaign, Samsung aimed to spread cheer for the holiday season by picking three pairs of Carpenter’s fans, and allowing their unique inspiring stories to be the theme of Carpenter’s personally composed songs.
Created in collaboration with socially-led creative agency We Are Social Australia, the heart of the campaign are music videos directed by Gia Coppola, namely ‘The Long-Distance Diners’, ‘Dancing In The Dugout’, and ‘Panic! In The Treehouse’. Carpenter wrote each song using a story from her fans’ lives as inspiration alongside her producer and co-writer Leroy Clampitt. For each surprise as well, Samsung grants the fans with a Samsung Galaxy gift emblematic of their unique stories to inspire further holiday gifting between friends.
‘The Long-Distance Diners’ features best friends Lee and Sofia reuniting for the first time in two years, who have lived 400 miles apart in Sweden. Meanwhile, the ‘Dancing In The Dugout’ film highlights former softball teammates Erin and Ari who will be returning to the field where they forged their close friendship, while ‘Panic! In The Treehouse’ recalls a close encounter shared by sisters Annie and Jamie, reuniting for the first time since leaving for college.
Edu Pou, We Are Social Australia’s executive creative director, commented, “These are real stories, turned into incredibly rich songs with an artist’s genuine creative team, brought to life with industry-best creatives and gifted back to the fans, who’ve generously shared their authentic, emotional responses with us.”
The campaign is now available globally across Carpenter and Samsung’s social channels.