Credits
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Kaitautoko / Contributors
Gavin McLeod, Paul Meates, Kirsty Gavin, Torika Taylor, Grace Lemech, Tash Johnson, Nat Hort, Joe Tran, Kenn Huang, Michelle Nguyen, Lizzie Dingle, Ollie Ritchie, Cleo De Kerorguen, Jonny Berger, Billy West, Lucy Jones, Rachel Dan, Catherine Shen, Mary Storey, Sophie Gallagher, Bryce Cameron, Ana Rasic, Josh Brender, Katie Hood, Mark Held, Paulina Masternak, Sam McLennan, Chad Lippert, Lauren Hernandez, Vanessa Li, Scoundrel, James Dive, Adrian Shapiro, Charlie Taylor, Jacquie Manning, Never Sit Still , Mike Tosetto, Sharon Lim, Zoe Crocker, Supriya Bhonsle, James Vallance, Howe Tom, Nancy Li, Jonathan Pui, James Vallance, Maximilian Cao, Gareth Chang, Bruno Borio, Eric Chou, Jason Ridge, Lucy Tickner, Lilly Lloyd, Scentre Group BrandSpace, Tom Reid, Katie McCann , Caz O’Neill
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Client
Samsung Australia
Description:
AI is here. But no one seems to understand it. And when people don’t understand things, they shy away from them. Despite AI not yet being widely accepted, Samsung’s latest phone was packed full of AI camera features. We needed to get people to embrace them.
So we created Sweet Ben - a giant, pink, huggable creature. It was designed to be so adorable you just have to get a photo with it, but so big you can’t without help, which is where the latest Galaxy AI feature comes in. A feature that can automatically detect faces, select the right lens, adjust the zoom and compose a shot for you ensuring everyone fits in. Even big ol’ Sweet Ben.
For 36 hours, Sweet Ben was the centre of attention at the largest shopping complex in Sydney. Leading to 4,144 AI product demos, 40 million impressions, and the highest pre-orders in the region.