BBH NY, part of One Publicis Team Samsung, was challenged to provide a different approach in the technology category for the launch of the Galaxy Note 10 and to help create a more warm and fun tone of voice for the brand.
Samsung wanted a campaign that celebrated real life moments that tech makes flawless, building on the brand’s commitment to connect humanity and fun with the highest-level technology available to users everywhere.
The campaign debuts with the film “Alpaca,” which follows an ambitious woman who while driving past a South American alpaca farm gets an idea and uses her Galaxy Note10 to help bring it to life. We see her idea quickly spread around the world.
Her entrepreneurial vision for the alpaca look soon becomes a viral sensation. We see it catch fire as we jump from the streets of Tokyo, to product launches, to late-night talk show appearances, and even making a runway appearance just in time for NY Fashion Week.
“We wanted to demonstrate all the seriously high tech and unique product benefits the Samsung Galaxy Note 10 offers in a fun and memorable way. Our goal was to bring spontaneity and a sense of humor to the brand messaging, elevating Samsung and separating it from what is traditionally a cold, feature-focused tech world,” said Jonathan Mackler, ECD, BBH NY.
The film was directed by Nicolai Fuglsig of MJZ and features the song “Apache” by the Incredible Bongo Band and Grandmaster Flash remix.
Credits
Client Samsung Pio Schunker, EVP, head of global brand marketing, mobile communications business Agency BBH NY Gerard Caputo, chief creative officer; Jonathan Mackler, executive creative director, head of creative; Lucas Bongioanni, creative director/copywriter; Jackie Anzaldi, creative director/art director; Liz Loudy, associate creative director/copywriter; Brooke Kaylor, head of production; John Harrison, group strategy director, managing partner. Production MJZ Nicolai Fuglsig, director; Emma Wilcockson, exec producer; Alicia Richards, line producer; Joost van Gelder, DP; Dan Betteridge, production designer. Editorial Rock Paper Scissors Adam Pertofsky, editor; Eve Kornblum, exec producer; Lisa Barnables, Julianne Cort, post producers; Ayssa Oh, David Bryen, Christian Oreste, assistant editors. VFX The Mill Andrew Somerville, exec producer; Mandy Harris, Colin Blaney, sr. producers; Sue Yee Hubbard, producer; Will Jellicorse, project coordinator; Roberto Herrera, production coordinator; Nathan Kane, creative director; Ruben Vandebroek, CG shoot supervisor; Chris Mortimer, 2D shoot supervisor; Jeff Robins, 2D lead artist; Taner Besen , James Cudahy, Lucia Hill Barroso, Andrew Emmerson, Sungeun Moon, Andre Vidal, Fabien Coupez, Matthew DeFranco, Ari Reisner, Roger Cerqua, Aravind Mani, Gangadharam Raja, Maheshwaran Chandrasekaran, Mangesh Borkar, Nehal Desai, Samarendra Lenka, 2D artists; Jhoshidh T, Madhana Gopala, Pradeep Kumar Rawat, Rahul Bhardwaj, Yogesh Sarwa, Paint artists; Pabitra Kumar Sahoo, Verru Ramesh, Yalamarthy Ganga Raju, Ayush Bajoria, Gokul Navaneethan, Karthik Viswanathan, Manoj Ravi, Murali, Krishna Reddy, Raj Kumar M, Sathyaraj A, tracking artists; Charles Lee, matte painting; Laura Nash, Dom Han, design. Telecine The Mill Adam Scott, colorist. Audio Sound Lounge Tom Jucarone, mixer; Alicia Rodgers, exec producer. Music “Apache,” Incredible Bongo Band/Grandmaster Flash remix
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
