Awesome’s What I’m Doing is the fourth iteration of the Awesome is for Everyone campaign and this was our chance to bring to life the new and enhanced features of the Galaxy A devices, and some of the creative opportunities they inspire. Because for the new generation of smartphone owners, a phone is not just something they use to keep in touch with their friends. It’s also the center of their world – used for self expression, studying and side-hustles in equal measure… and we wanted to celebrate that.
The work focuses on the interplay between generations – the kids doing cool, unexpected stuff on their devices and the skepticism of the adults who observe them and question why they need all these features in the first place. The takeaway being that Samsung ‘gets’ what young people need, even if you oldies don’t.
Credits:
Creative Directors - Edouard Olhagaray & Andrew Watson
