ISRAEL — The new campaign for Samsung‘s ecosystem, GALAXY Buds2 PRO headphones and Galaxy Watch5 smartwatches, returned to target Generation Z consumers, maintaining the message of the “choose whatever” approach, praising the open system of the Galaxy accessories, while adding a new layer to it: choose whatever and bring it out.
“It’s a very interesting time. This generation is growing up and the focus is shifting from trying to understand who they are (matters of identity, gender, and political views) to the stage of ‘what now?’ After they choose what they want and who they are, how do they choose to live it?” explained Leo Burnett Israel Chief Creative Officer Idan Levy.
Agency partner Leo Burnett‘s new campaign, directed by Guy Bolandi, presents the gap between the outer and inner worlds of this younger generation. It transitions from the real world to a world of colorful and psychedelic animation, created by Doreen Shwartzman, to illuminate the psychology of young people from around the world who share a common essence and a common desire to bring out who they are.
The Galaxy headphones and smartwatches show the contrast between one’s outer world and inner landscape and serve as the perfect transitional tools. The headphones block out external noises with better quality than ever before allowing for a deeper inner-world experience, while the smartwatches help one to get to know themselves better, with new features such as a heart rate monitor and blood pressure measurement.
This film showcases Samsung’s products as an integral part of Gen Z life, without placing the products as the focal point. It sends the message to this Generation to first understand who they are and then live it with full acceptance; or better yet – choose whatever and bring it out.
BRAND- Samsung Israel
HEAD OF MARKETING- Ronen Salem
MARKETING MANAGER- Zach Ben ari
AGENCY / CREATIVE: Leo Burnett Israel
CHIEF EXECUTIVE OFFICER- Imi Eiron
CHIEF CREATIVE OFFICER- Idan Levy
CREATIVE DIRECTOR- Oren Ben Naim
CREATIVE- Dror El-Al
CREATIVE- Olga Vorobieva
PRODUCER- Menny Zarhia
VP CLIENT- Shai Brownsteen
ACCOUNT SUPERVISOR – Noa Senderovich
ACCOUNT MANAGER – Eden Rahamim
PRODUCTION: PRODUCTION KASKI PRODUCTIONS
DIRECTOR- GUY BOLANDI
PRODUCER- ROY KASKI
DIRECTOR OF PHOTOGRAPHY- MIKHAIL KHURSEVICH
POST PRODUCTION / VFX:
ANIMATION DIRECTOR- DOREEN SHWARTZMAN
VFX- ALON TISSON STUDIO
COLOURIST- FERNANDO GRADING STUDIO
VFX ARTIST- YANIV BRETER , TOMER AKUNIS
EDIT ASSISTANT- DIMA KHMELNITSKY
MUSIC & SOUND DESIGN – MONSTER MUSIC (ROY SHEN ZOOR)
SOUND MIX- SIDNEY TOLEDANO