For those living north of the equator, it’s summer travel season, and Samsung is hoping to show summer travelers the benefits of using the new Galaxy S24 and its AI-powered features.
Their latest work from BBH Singapore uses a series of films, OOH displays and social media engagement to highlight the benefits of using Galaxy AI features such as ‘Circle to Search’, ‘Photo Assist’ and ‘Instant Slow-mo’ while on the go.
The campaign aimed at Gen Z features different travel scenarios in which young travelers must locate themselves through landmarks, determine the food they’re eating or buy cool outfits they see, all by snapping a quick photo and circling an object to trigger a web search for what it is.
The social videos also show how “Photo Assist” instantly removes distracting objects that could ruin beautiful travel photos, like construction cranes or birds flying into shots.
Campaign viewpoint: Fun and effective, these ads are all about their brevity. In just a few seconds, they present us with an identifiable scenario, a problem we can relate to, and a quick solution using a new technology that everyone could want and imagine using in various scenarios. Light and easy to watch, they make us want these features on our camera phones right now.
CREDITS
Agency: BBH Singapore
Creative Director: Sascha Kuntze
Creative Director: Charlene Chua
Associate Creative Director: Chin Wei Hao
Editor: Enkainia Lee, Gwendolyn Lee
Senior Art Director: Grace Wong
Artistic Director: Sixin Wu, Dawn Abegail
Junior Art Director: Jia Min Tan
Managing Director: Sid Tuli
Responsible for Growth: Goh Si Ying
Sales Director: Gabrielle Munro
Project Director: Sheryl Chua
Account Manager: Rachel Tan and Nabilah Razak
Account Manager: Angel Fadila
Account Manager: Cheryl Mong, Rowena Ng
Production Manager: Wendi Chong
Producer: Cheryl Tiah, Chun Yi Kwek
Cultural Strategy Manager: Kyle Duckitt
Senior Strategist: Felicia Ong
Assistant Director of Social Content: Rebekah Anthony
Art Director and Content Creator in Motion Graphics: Allan Yeo
Editor-in-Chief: Jackson Toh
Editor-in-Chief: Amos Tan
Editor-in-Chief: Pang Wei Fong
Editor: Tammy Quah
Travel DOOH production:
The London Mill
Executive Producer: Thomas Cole
Creative Director: Ross Urien
Motion Designer: Wil Colquhoun
Motion Designer: Jack Holmes
Motion designer: Mihaly Sipos
Visual Thing: Retouching
String and boxes
Sound engineer: Gez Lloyd
Additional Sound Engineer: Nigel Manington
Music montage: Livy Wicks
Audio producers: Esi Jonuzi
CTS 3.0 Production
Production company
Director: Mackenzie Sheppard
Executive Producer: Zico Judge and Amy Appleton
Director of photography: Konstantin Mazov
Production Manager: Sam Levene
Producer: Polly Du Plessis
Production Manager: Sam Somers
Decorator: Fernanda Guerrero
Blurry movies
Executive Producer: Inés Segura
Production Manager: Pablo Herraiz
Producer: Verónica Palés
Production Manager: Marc A. Martinez
The Seoul Mill
Visual effects | Post-production
Ropes and boxes
Her
Philippe Hambi
Colorist
