Credits
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Ngā Kaimahi / Team Members
Gavin McLeod – Chief Creative Officer, Torika Taylor – Art Director, Grace Lemech – Copywriter, Dane van Veen – Creative Director, Kate Allan – Creative Director, Paul Meates – Executive Creative Director, Patrice Liem – Senior Brand Designer, Katrina VanBerkel – Designer, Madeleine Merzvinskis – Designer, Christian Hewitt – National Head of Design, Natalie Hort – Integrated Producer, Tash Johnson – Head of CHEP Films, Lizzie Dingle – Social Producer, Ollie Ritchie – Content Creator, Kyle Brandse – Senior Editor, Georgia Bray – Production Assistant, Denis Bernar – Visual Arts Manager, Ash Cunninghan – Senior Finished Artist, Sam Scherma – Studio Manager, Raisa Mushrafi – Account Director, Jarryd Patel – Senior Social Brand Planner, Isabella Holder – Senior Influencer Manager, Gilliana Axia – Influencer Manager, Sofia Christo – Senior Operations Manager, Tabitha Brenchley – Senior Operations Manager, Alexander Campbell – Social and Influencer Marketing Manager – MX, Mat Bogust – Cardboard Engineer, Blair McGowan – Cardboard Engineer, Nic Doyle – Senior Account Manager, Loren Bradley - Executive Producer, Lex Hodge - Director, Corey Esse - Managing Director / Executive Producer, Chris Yee - Animator, Jess Walley - Producer, Andy Galbally – National Sales & Marketing Manager, Victor Leoncelli – Account Executive
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Client
Samsung
Description:
With Korean Wave taking the world by storm, Samsung wanted to highlight their Korean heritage in Australia for the first time. So, to unbox the new Galaxy S24 – a crucial moment in any phone launch – Samsung wanted to celebrate their Korean heritage.
Most people know Samsung as a global tech titan founded in South Korea. But what they don’t know is that Samsung started out as a grocery store trading noodles, dried fish and other Korean goods. To pay homage to Samsung's unique history, we sent influencers our latest tech products packaged as Korean produce – turning an ordinary unboxing into one as extraordinary as Samsung’s heritage.
Inside, a two-colour catalogue hawked our history and welcomed influencers to the brand. Elements from Samsung’s original logo were reimagined, and the original wheat and stripes (symbolising rice fields) found a new home on a reusable shopping bag. While the three stars – the literal meaning of Samsung in Korean – appeared throughout the design as a Manhwa(만화)-inspired glint in the eye, or a gleam on a tooth.
A personalised receipt listed the pack’s contents, and everything was written in Korean to encourage the influencers to test out their new Galaxy S24 Ultra’s built-in translation feature.
Samsung leant into their Korean identity in Australia for the first time, and instead of trying to fit in, they stood out. We saw a 10x increase in unprompted posts compared to last year’s packs, with a 4.4x engagement rate. By sending packs to just 22 influencers, we reached 13.8 million followers organically – making it Samsung Australia’s most successful unboxing to date.