Samsung Galaxy A52 | 71
Absurdamente Galaxy
The global campaign ‘AWESOME is for Everyone’ for Samsung’s new A Series phone is all about the age of live video. Particularly the way in which it is used on social media platforms like Instagram and TikTok.
The challenge here was to make it relatable for Brazilian audiences, since all videos and lyrics were about the smartphone features - but created with an extremely “gringo” approach.
The result: a perfect match between an awesome smartphone with the "absurdamente" Brazilian pop culture.
TVC Hero
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Feature Film: Camera
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Feature Film: Display
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Feature Film: Battery
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Feature Film: Storage
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Feature Film: Performance
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Feature Film: Fast charge
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Tiktok Challenges
The campaign got even more absurd with the innovative formats. There were three challenges on TikTok, each one based on a hit of the Galaxy A's main features: camera, screen and battery. To publicize the challenges, we invited part of the team of Samsung influencers who connected with GenZ, such as Maisa and Juju Franco.
Filters
We created a series of AR filters for Instagram Stories using elements from the campaign film, which became popular among young people here in Brazil and became a trend. These icons were even shared on Whatsapp as gifs and stickers.
Spotify playlist | IG filter | Stickers
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Samsung Brasil
Galaxy A71 | 51
Mutato | São Paulo BR
2020
My role: Concept, art direction
With Pedro Menezes, Alexandre Stamm, Felipe Fagundes
