Made in Korea
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.
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.