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Web Film/Experiential
Samsung New Zealand: Same Same social 3
Tribal Aotearoa has partnered with Samsung to launch the latest Z 7 foldables series in the New Zealand market. Working with FINCH, the team has created a bold and witty new platform that flips the script on Gen Z’s perceived individuality.
The campaign, directed by Stephen Carroll, asks the question – why have the same phone as everyone else? Born from a core insight that Gen Z sees themselves as fiercely individualistic, from the clothes they wear to the music they listen to, the campaign exposes a blind spot: their phones. While this generation resists conformity, the vast majority of them are using the same device that provides the same bland, generic experience they strongly oppose. Tribal and Samsung invite them to question the default and consider a more expressive, liberated alternative. Leaning into a cleverly confrontational and visually distinctive style, the campaign positions Samsung as the brand for those willing to stand out and ‘flip’ their perspective. It acknowledges the real anxiety around switching, but reframes it as something exciting and celebratory. The message is clear: Samsung foldables are something different, for a generation that likes to be different. Non-Samsung users will be targeted with videos that make it feel like the film’s hero is holding their hand, driving home the message that they’re not alone in choosing the same phone as everyone else. This campaign celebrates Samsung’s flagship launch of the new Galaxy Z Flip7 (and Galaxy Z Fold7, Galaxy Z Flip7 FE) in New Zealand.
Client: Related |
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