CAMPAIGN

Made in Korea

brand

Samsung

CHALLENGE

Smartphones haven’t changed much since they were introduced a dozen years ago. Instead of major innovations, we’ve only seen incremental ones: a slightly larger screen, a slightly better camera, and so on. As a result, consumers have come to ignore the launch of the “next” device.

 

SOLUTION

For the launch of the Galaxy Fold, the first foldable smartphone by a major brand, we broke out of that sea of sameness in a way that only Samsung could--by tapping into Korean culture and launching a global campaign in Hangul.

With a bold black and white design, we used Hangul to signal a shift and stand out against the color-saturated competition. The type was animated to fold and bend, hinting at a new era of foldable smartphones.

 
Times Square | New York

Times Square | New York

New York

New York

Picadilly Circus | London

Picadilly Circus | London

Madrid

Madrid

Rome

Rome