You can’t rebuild a brand by making an ostrich fly.
Remember the exploding batteries? Samsung would have rather forgotten and put their head in the sand. At a time when their technology was eclipsing Apple’s, a PR nightmare dropped. Everything, including the Olympic sponsorship in 60 days was put on indefinite hold. How does a massive company pick themselves up after that? Could marketing be the answer? As author of "Do What You Can't" and global lead, our campaign developed as an ambitious, ridiculous but simple idea that we presented to help course correct their brand. It’s a story for the ones that defy those that say "you can't" and a demonstration of the huge intent of this company. Leading with an ostrich and building the rest of the Galaxy 8 launch with “Unbox your Phone” we brought together, for the first time in Samsung history, one cohesive global launch.
Casey Neistat’s response to this:
We didn’t expect this. Creators, vloggers and content makers inspired by Do What You Can’t and Samsung’s tech features generated a wealth of earned media for us as they expressed themselves and rising significance on social media. Casey made it his life mantra.
galaxy 8 launch
To even go head to head with Apple, Samsung knew it had to be much more emotional and connected to people. Set to The Beatles “Across the Universe,” at the unpacked launch event we opened with this film to share Samsung's vision on a more human level: we make amazing things that become the next generation's normal.
Prior to the Galaxy launch and to disrupt the convention of mobile technology, we created a teaser film to challenge what our perception of a phone is. The Unboxing idea was about removing borders, and the first one being the actual frame of the phone.
Digital and social activations created with our partner agencies for the "Unbox your phone" launch.
Buying a board in Times Square is one thing but buying the entire Times Square block on every board simultaneously made a pretty good point for a borderless phone.
Massive spaces were used to create a feeling of seamlessness for the "Unbox your phone" launch.
Teaser films were made to show change and freedom from the old school phone frames.
integrated & content
