72andSunny Amsterdam

Core disciplines: Advertising/Creative, Brand strategy, Digital


Samsung - Humanising innovation.



In 2016 Samsung was ready to launch their most innovative phone to date. But in a category dominated by tech and specs, upgrade fatigue was setting in and consumers were tired of a perceived lack of innovation.  


How do you convince consumers that your latest phone isn't just another upgrade?


Inspired by Samsung's belief in meaningful progress, we told a human and emotional story that went beyond the technology. We used the internet phenomenon of UNBOXING to ground it in culture and unpack 30 years of progress.


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