This summer, BBH Singapore and Samsung are welcoming a new generation of travellers and changing the way they photograph and experience their travels, powered by AI. As Gen Z around the world prepares for exotic adventures and new horizons, Samsung’s latest global campaign showcases how their journeys can be captured and experienced in even deeper and richer ways with the Galaxy S24 Ultra and its revolutionary Galaxy AI.
Travel is about the unexpected, but these unexpected moments don’t always mean good memories. Have you been photographed by a rogue pigeon? Are you wondering what this mysterious monument is? Did you get a little lost? – These are the travel hiccups that we all know too well. Meet the S24 Ultra with Galaxy AI, your perfect travel companion for summer 2024.
Building on the successful global launch of the S24 Ultra in January, this campaign delves deeper into Gen Z’s travel desires. As this generation takes on the world, Galaxy AI is ready to make their journeys smoother, more rewarding, and undeniably more fun.
Across a series of films, out-of-home displays and social executions, the campaign highlights Galaxy’s revolutionary AI features, Photo Assist and Instant Slow-mo, as well as Circle to Search with Google that will transform your travel experiences.
In movies, familiar travel moments come to life: “What exactly am I eating right now?” », “What is the story behind this strange sculpture? and “Wait, where am I?” » – all answered effortlessly by the new Circle-To-Search functionality with Google. Meanwhile, out-of-home social and digital executions are tackling another universal travel problem: imperfect travel photos. From photobombing construction cranes to seaweed creeping into your beach photo to dull lighting, Galaxy AI lets you enhance your images and preserve your memories exactly as you experienced them.
The campaign is being run across social media, digital video and static and digital display platforms worldwide.
Sascha Kuntze, Creative Director at BBH Singapore, added: “After a successful launch as Samsung Mobile’s leading global creative agency for its flagship mobile, we are excited to launch the next phase of this campaign. We wanted to capture this moment when Gen Z travelers are about to set out to explore the world. Having experienced the incredible capabilities of Galaxy AI first-hand, we knew this was the perfect opportunity to highlight its benefits and position the S24 Ultra as the ultimate travel companion. »
