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In a category fixated with grind, accomplishment, and a 'go-go-go' mentality, Samsung delivers a different perspective on health and wellness. In its latest film, 'Night Owls,' … read moreSamsung is planting a new flag for wellness for gen z and pushing back against prescriptive health ideals in favour of a wellness that’s all their own. This campaign brings to life Samsung's open philosophy - customisable by choice and inclusive by design. The launch spot for 'Your Galaxy. Your Way' is a rallying cry to the next generation of individuals who are pushing back on the tropes and social pressures of fitness - because there is only one schedule worth running on: your own.
Agency: Ogilvy
With Samsung Galaxy, it’s Your Wellness, Your Way. The next gen’s definition of health and wellness has changed. They want to grow, not grind. Imperfections are prideful, not shameful. And physical fitness is only half the story, with mental wellness a massive and rising priority. But swaths of the health and wellbeing category are still about perfecting the so-called ‘right’ habits. In its new campaign, Samsung rallies gen z to be the agent of their own personal wellness, using its tech as an ally, not master. The hero spot issues the manifesto, through the creative metaphor of ‘Night Owls’ – those who operate, play, and explore at night. Against the revolutionary strains of ‘Seven Nation Army,’ we see one such ‘night owl’ rise and get active on seemingly the ‘wrong’ schedule, a voiceover pushing back against prescriptive ideals of when and how long to sleep and rallying others to make wellness firmly their own. This is far more than just an ad campaign though. From sleep to diet, mind and activity, Samsung’s products and features are designed to support, not shame, the next generation however they choose to be well.
read less...Agency
President of Advertising, NA: Chris Beresford-Hill
President NY: Carina De Blois
Director of Content Production: Eric Soloway
Managing Director: Olivier Sentucq
Executive Group Director: Khai Nguyen
Account Supervisor: Todd Steiner
Business Affairs: Deborah Steeg
Global Consulting Principal: Sami Salmenkivi
Global Consulting Partner: Lynette Wong
Brand Planning Director: Laura Tarbox
Global Consultant: Peter Dailey
Global Analyst: Lavinia Arl
Production
VP/Executive Producer: Suzanne Hargrove
Head of Production: Rika Osenberg
Line Producer: Matt Wersinger
Argentina Production Service: Goodgate
Edit
Editorial: Lost Planet
Editor: Hank Corwin
Assistant Editor: Steven San Miguel, Rachel Butler
Edit Producer: Casey Cayko
Edit Executive Producer: Krystn Wagenberg
Visual Effects
Visual Effects Company: The Mill
Post Executive Producer: Camila De Biaggi
Post Producer: Ed Rilli
Post Producer: Colleen Valentino
Production Coordinator: Chloe Soares
Creative Director/Senior Flame Artist: Tom McCullough
After Effects Artist: Yosh Bolivar Barrientos
After Effects Artist: Mo Gahynor
VFX Supervisor On Set: Mario Stipinovich
Colour
Colour: CO3 LA
Colourist: Tom Poole
Mix
Mix Company: Lime Studios
Audio Engineer: Rohan Young
Audio Engineers Assistant: Jeremy Nichols
Mix Producer: Becca Falborn
Mix Executive Producer: Susie Boyajan
Music & Sound
Music & Sound Design: JSM Music
CCO, CEO: Joel Simon
VP/Executive Producer: Jeff Fiorello
Senior Producer: Norm Felker
Senior Producer: Andrew Manning
Producer: Sharon Cha
Sound Designer: Nathan Kil
Music Track: Peppermint Stripe Music administered by Songs of Universal, Inc. (BMI)
Music Track Title: Seven Nation Army
Written by: Jack White
Vocalist: Zella Day
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