Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night Live, Thomas has also helmed several other acclaimed shows like Documentary Now!, Comrade Detective and Hawkeye by Marvel.
The longform film and shorter spots are running in global markets including the U.K., France, Germany and Korea and on platforms including YouTube, Instagram and TikTok.
Sascha Kuntze, chief creative officer at BBH Singapore, said: “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story.”
CreditsClient Samsung Agency BBH Singapore Sascha Kuntze, chief creative officer; Michael Chin, Chin Wei Hao, associate creative directors; Christine Lim, sr. art director; Judy Au, copywriter; Eunice Tan, Zi Xuan Lee, jr. art directors; Wendi Chong, head of production; Shawn Chew, sr. producer; Kyle Duckitt, head of cultural strategy; Felicia Ong, Kelvin Wang, sr. strategists; Meili Yeo, strategist. Production Company Stink Films Rhys Thomas, director; Joost Van Gelder, DP; Kate Sharpe, exec producer; Mikey Levelle, producer; Georgia Stamp, production manager; Fer Guerrero, production designer. Editorial Tentree David Whittaker, Pang Wei Fong, Tammy Quah, editors. Production Services Page International Nick Page, producer; Nick Roycroft, production manager. Post/VFX Black Kite Richard Fearon, colorist; Chris Mortimer, VFX shoot supervisor; Mark Stannard, Adam Crocker, James Marshall, VFX leads; Tamara Mennell, producer. Music & Sound String & Tins Christopher David Hill, composer; Lawrence Kendrick, sound supervisor; Kaspar Broyd, Gez Lloyd, sound designers; Ellie Hook, Esi Jonuzi, audio post producers; Mike Bamford, Matt Saunders-Davies, music supervision.
Uncommon Creative Studio, Ecover Furnish Us With A Means of Sustainability: “The Rewear Chair”
Uncommon Creative Studio in London created this film which explains another of its creations--a beautiful, sustainable furniture design: “The Rewear Chair” for eco-pioneer Ecover.
Overwashing our clothes is bad for the planet. Anything that helps us wash less is a good thing. When you think about sustainability, you think about sacrifice for the planet. But the eco choice doesn’t have to be the difficult choice. Good design can turn innovation into beauty. With the right design, making the right choice is easy. And sometimes, it’s not even about changing our behavior. It’s about embracing something we already do, and realizing the power it has.
“The Rewear Chair” is a celebration and reappraisal of the laundry chair--turning an untidy habit into a joyful, interactive and multi sensory experience, encouraging us to wash less, and think more consciously about our laundry habits.
Handcrafted from sustainable materials, “The Rewear Chair” embodies both beauty and purpose. It is made from windfelled cedarwood, chosen for its natural deodorizing qualities, ensuring that clothes stay fresh without constant washing. The chair’s arms can be extended to hang up to a week’s worth of clothes, allowing garments to air out in an organized and stylish manner.
The bespoke chair will be showcased at Dutch Design Week taking place in Eindhoven from October 19–27.
In the last decade, one in five (21%) Brits have adopted greener laundry habits such as increasing the number of wears between washes, with a further six in ten stating they will be willing to change their laundry habits to reduce their carbon footprint.
Backed by the belief that sometimes the best wash for the planet is no wash, Ecover is continuing its... Read More