Samsung Mobile
THE BRIEF
Challenge Apple’s dominance in the mobile space.
Samsung Galaxy phones are faster, have bigger screens, and have more intuitive features than the iPhone. So how can we take Apple down?
These were literally the first two images in the initial brief.
THE SOLUTION
Create a multi-tiered campaign.
First, a brand campaign that pokes fun at Apple Fanboys in a way that feels honest– that they would say “that is so me” instead of “that is so mean.”
Second, a more tactical series of OOH and TV that highlights product features in that combines a lifestyle appeal with comedic tone.
MY ROLE
Art Director / Lead Designer
The first round of work was so successful, we pitched a bigger idea:
hijack the launch of the iPhone 4.
We would use quotes from the Apple keynote announcement and turn around a series of ads 2 days later. So while people were actually in line for the new iPhone, our ads would make it feel like we were capturing the moment in real life.
The ad’s spot-on tone with its perfect timing led to some big wins:
15MM YouTube Hits in 1 week,
#5 on Reddit’s Homepage
#1 Viral Video of 2012, AdAge
#1 Most Watched Tech Ad of 2012, AdWeek
#2 Best Ads of 2012, Time Magazine
#3 Most Memorable Ad Campaigns of 2012, Mashable
Viral Brand of the Year, AdAge
We wrote over 100 scripts and made over 20 product feature ads that were on-air 24/7.
Each one spoke to a different iPhone pain point and solution.
This is my favorite of the bunch
The original was a little risqué and got some viral attention on the blogs.
We parodied our own work, shot for shot, 4 months later. It got creepy.
Then it got some earned media, parodied on the Tonight Show.
We wrapped up the series with a giant Super Bowl commercial.
It was one of the first 90 second Super Bowl ad in history,
and 72andSunny’s first ever Super Bowl commercial
RESULTS