Work
Create #WithGalaxy
Challenge
With so many smartphones out there, Samsung wanted to position Galaxy phones as the preferred devices for Generation Z.
Thought process
Acknowledging Generation Z's resilience and their inclination towards content creation, we recognised that despite facing challenges, their unyielding commitment to self-expression reveals an unstoppable creative spirit.
To celebrate the indomitable spirit of creators, we collaborated with two beloved local artists to craft an anthem. We strategically released it on popular music platforms, quickly catapulting it to the top of the charts and earning requests on radio. However, this wasn't just a song—it was a foundation for something bigger. We encouraged content creators to co-create a music video, showcasing their creativity. The response was overwhelming, with Galaxy fans region-wide joining the initiative. We inspired them with challenges subtly highlighting the phone's key features, culminating in a fan-created music video—a testament to the creativity of Galaxy enthusiasts for Galaxy enthusiasts.
