Samsung Galaxy: S24 Global Launch

Why, in a world tired of tech and wary of AI, would anyone get excited about another phone?

In a world of tech fatigue and AI wariness, Samsung faced the daunting challenge of reigniting passion for their smartphones and winning over a sceptical generation.

What if we launched a new way to go about your everyday, where the ordinary turns epic, just like that?

It’s not about launching a new tech. It’s about introducing a new way to go about your everyday.

The proposition Epic. Just Like That.

By making more than 19 films in three months, each hijacking a familiar moment and showing what Galaxy AI does to it.

We created a series of films showcasing how Galaxy AI on the S24 makes everyday tasks effortlessly epic. The campaign hijacked familiar scenarios, demonstrating how the S24 transforms them, making people think, ‘I can’t believe I used to do that.’ We produced over 19 films in three months, rolling out across television, outdoor, digital and social media in over 50 markets worldwide.

The campaign drove Samsung’s most successful launch in the past decade, reclaiming market leadership as the world’s top smartphone seller. Samsung’s 2024 first-quarter operating profit rose by 931.8% year on year, on the back of strong Galaxy S24 sales.