W+K London, Iconoclast Director Ernest Desumbila Go To Sleep For Samsung's Watch6

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.