Cheil Worldwide Network recruits Gen Z influencer Shea Glover for new global Samsung Galaxy A8 campaign
Jan. 09, 2018
Samsung is tapping into Generation Z’s craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.
At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit.
In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they’re beautiful just as they appear.
At the same time the film demonstrates how the Samsung Galaxy A8 is perfect for taking naturally beautiful photos in all conditions – from very low lighting, to rainy evenings, to bright sunshine.
It ends with the line: “Capture your true self with Galaxy A8. It lets you be you.”
The campaign provides a contrast to other mobile handset makers who promote their new models with ads focusing on camera settings that allow users to create artifice-laden selfies.
Malcolm Poynton, Global Chief Creative Officer at Cheil Worldwide, said:
“Shea is the perfect person to take the Samsung Galaxy A message to Generation Z. Her creativity, authenticity and ability to connect with people shines through and throws a spotlight on the power of being yourself.”
Related News
BMB Delivers Bold new Campaign for British Horse Racing to Help Build Public Trust Around Horse Welfare
London creative agency BMB has delivered the first phase of work for British horse racing clients Great British Racing
Breast Cancer now Combines AI and Photography in "Gallery of Hope" Exhibition
Created by BMB for Breast Cancer Now, "Gallery of Hope" was made in collaboration with people living with secondary breast cancer
Gymbox Nods to those who Embrace the London Lifestyle in Latest Campaign
Disruptive London fitness brand Gymbox is gearing up to launch its latest out-of-home advertising campaign
Latest News
Apr. 25, 2024
The One Club Opens 2024 COLORFUL Grant Program for BIPOC Creatives
The One Club for Creativity announced the 2024 launch of COLORFUL, a grant program connected to the upcoming Young Guns 22 competition to help young BIPOC creatives
Apr. 25, 2024
Ad of the Day | Lacoste Unveils its Latest Iconic Brand Campaign "Play Big"
Exploring uncharted territories and placing art at its very heart, 2024 is undeniably a big year for the Crocodile