Samsung’s attachment theory
This subtle, beautifully designed spot for the tech giant expands the insight that we can get overly attached to our run-of-the-mill smartphones.
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Credits
View on- Agency Tribal Aotearoa/Auckland
- Production Company FINCH
- Director Stephen Carroll
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Credits
View on- Agency Tribal Aotearoa/Auckland
- Production Company FINCH
- Director Stephen Carroll
- Managing Director Corey Esse
- Executive Producer Corey Esse
- Executive Producer Rebekah (Bex) Kelly
- Post Production Atticus
- Sound Franklin Rd
- Audio Engineer Brendan Morrow
- Audio Engineer Cole Goodley
- Producer Nikki Walker
- Production Designer Joseph Leary
- DP Marty Williams
- Editor Adam Page
- Lead VFX Artist Stuart Bedford
- Colorist Matic Prusnik
- Composer Mahuia Bridgman-Cooper
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Credits
powered by- Agency Tribal Aotearoa/Auckland
- Production Company FINCH
- Director Stephen Carroll
- Managing Director Corey Esse
- Executive Producer Corey Esse
- Executive Producer Rebekah (Bex) Kelly
- Post Production Atticus
- Sound Franklin Rd
- Audio Engineer Brendan Morrow
- Audio Engineer Cole Goodley
- Producer Nikki Walker
- Production Designer Joseph Leary
- DP Marty Williams
- Editor Adam Page
- Lead VFX Artist Stuart Bedford
- Colorist Matic Prusnik
- Composer Mahuia Bridgman-Cooper
Promoting the launch of Samsung’s new Galaxy Z range of Flip and Fold phones in New Zealand, this super cool campaign was created by DDB Tribal Aotearoa and boasts a classy film, Same Same, directed by Stephen Carroll through FINCH.
The eerie, sci-fi-esque world the spot depicts sees smartphones personified as identikit men in black who drift around with their owners anywhere and everywhere, into bath tubs, bedrooms and of course toilet cubicles.
The campaign asks the question, 'Why have the same phone as everyone else?' and suggests gently becoming unattached to ones device and embracing the fun of the flip and fold.
“The real bravery in this campaign is that it doesn’t tell the audience what to think – it starts the story, and lets you finish it,” said Haydn Kerr, Executive Creative Director at DDB Tribal Aotearoa. “It allows the audience to arrive at their own conclusions, which is the only way to get customers to rethink their phone choice.”
