Case Study: Samsung inspires young creators with Awesome is for Everyone by Wieden+Kennedy

Samsung launches a 3-minute campaign odyssey with Wieden+Kennedy

The customer Samsung partnered with the vendor Wieden+Kennedy on their "Awesome is for Everyone" campaign. The challenge was to launch the new Galaxy A devices by showcasing their enhanced features in a way that would resonate with a younger generation of smartphone users, who see their phones as essential tools for self-expression and creativity.

Wieden+Kennedy developed a multi-faceted campaign titled "Awesome's What I'm Doing" that focused on the generational divide in technology use. The solution included a 30-second hero film, 15-second spots, and nine short films for TikTok, all highlighting key device features like the camera and battery life. The campaign launched during Samsung's Unpacked event, which was streamed on YouTube and in the metaverse to reach its target audience. The work successfully positioned Samsung as a brand that understands the needs of young content creators.

Samsung