The “Know Your Health Inside Out” campaign from Wieden+Kennedy London launches with a suite of films directed by Ernest Desumbila of production house Iconoclast that introduce consumers to the different key features of Samsung Galaxy’s Watch6. The campaign includes this anthem spot that follows the journey of a wearer’s night while her Watch6 tracks her sleep.
As we travel to her inner world, we meet the two sides of her brain—Emotional Right Brain and Rational Left Brain—as they plunge into REM sleep. We’re introduced to the zen-like Heart and the mischievous cramping Muscle, before our sleeper wakes up to discover her in-depth sleep analysis on the Watch6.
The playful mix of live-action and CGI talking organs was crafted to increase brand affinity with the younger audience and invite them into the Galaxy Ecosystem. The organ characters are brought to life across the campaign in different scenarios that bring to light the various features of the Watch6, from body composition measurement to personalized heart rate zones.
“In a world full of stress and anxiety, getting a good night’s sleep can seem unattainable. With this campaign, we aimed to celebrate the Galaxy Watch6’s positive impact on everyday well-being in a way that felt fresh for the category by placing a particular spotlight on sleep health,” said Hermeti Balarin, chief creative officer, Wieden+Kennedy London.
The partnership between Samsung and W+K London commenced in 2023. It marks an extension of the existing relationship between the brand and the agency network, as Samsung already works with the agency’s offices in Amsterdam and Portland.
CreditsClient Samsung Agency Wieden+Kennedy London Albert Pukies, Becca Pottinger, creative director; Will Wells, Sammy Watts Stanfield, Simon Allen, Patrick Silla, creatives; Ana Balarin, Hermeti Balarin, chief creative officers; Dan Hill, chief strategy officer; Rebecca Hunter, Samara Zagnoiev, Iona Patterson, James Laughton, TV producers; Ross Taylor, Lwimbo Malanda, TV assistant producers; Mark D’abero, production director; David Brodie, head of studio; Jon Harris, motion graphics. Production Iconoclast Ernest Desumbila, director; Kate Sharpe, Jean Mougin, exec producer/managing directors; Emma Buterworth, producer; Alexandra Michaels, production manager; Todd Martin, DP; Toni Castells, production designer; Ana Murillas, costume designer. Editorial Sauvage.TV Joao Teixeira, editor. VFX Sauvage.TV Eva Laffite, VFX exec producer; Llibert Figueras, VFX producer; Xavi Santolaya, colorist. Sound 750mph Sam Ashwell, Jake Ashwell, sound designers; Olivia Ray, Aishah Amodu, sound producers. Music Twenty Below Emily Pritchard, music supervisor/producer; Jim Fowler, composer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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