BBH Singapore and Samsung are ushering in a new era for travellers this summer, transforming how they capture and immerse themselves in their journeys with the power of AI. As Generation Z prepares for exciting adventures worldwide, Samsung’s latest global campaign showcases the enhanced depth and richness with which their travels can be documented and enjoyed using the Galaxy S24 Ultra and its innovative Galaxy AI.
Travel is synonymous with the unexpected, yet not all spontaneous moments translate into cherished memories. From unexpected photobombs by curious pigeons to pondering over unidentified landmarks and navigating new routes, these are the common travel challenges we encounter. With the S24 Ultra and Galaxy AI, however, travellers are equipped with the ideal companion for the summer of 2024.
Building on the S24 Ultra’s successful global launch in January, this campaign dives deeper into the heart of Gen Z’s travel desires. As this generation takes on the world, Galaxy AI is primed to make their journeys smoother, more enriching, and undeniably more fun.
Through a series of films, dynamic out-of-home displays, and social executions, the campaign spotlights game-changing Galaxy AI features, Photo Assist and Instant Slow-mo, and Circle to Search with Google that will transform your travel experiences.
In the films, familiar travel moments come to life: “What exactly am I eating right now?”, “What’s the story behind this strange sculpture?”, and “Wait, where am I?”—all effortlessly answered by the new Circle-To-Search with Google functionality. Meanwhile, social and digital out-of-home executions tackle another universal travel gripe: imperfect travel photos. From photobombing construction cranes, the seaweed that snuck into your beach pic, to lacklustre lighting, Galaxy AI lets you enhance your images and preserve your memories exactly as you lived them.
The campaign runs across social media, digital video, and both static and digital out-of-home platforms worldwide.
Sascha Kuntze, Chief Creative Officer at BBH Singapore, added: “Following a successful launch as Samsung Mobile’s leading global creative agency for its flagship mobile, we’re thrilled to launch the next phase of this campaign. We wanted to seize this moment when Gen Z travellers are about to go explore the world. After experiencing the incredible capabilities of Galaxy AI firsthand, we knew this was the perfect opportunity to showcase its benefits and position the S24 Ultra as the ultimate travel companion.”
Credits
Agency: BBH Singapore
- Chief Creative Officer: Sascha Kuntze
- Creative Director: Charlene Chua
- Associate Creative Director: Chin Wei Hao
- Copywriter: Enkainia Lee, Gwendolyn Lee
- Senior Art Director: Grace Wong
- Art Director: Sixin Wu, Dawn Abegail
- Junior Art Director: Jia Min Tan
- Managing Director: Sid Tuli
- Head of Growth: Goh Si Ying
- Business Director: Gabrielle Munro
- Project Director: Sheryl Chua
- Account Director: Rachel Tan & Nabilah Razak
- Account Manager: Angel Fadila
- Account Executive: Cheryl Mong, Rowena Ng
- Head of Production: Wendi Chong
- Producer: Cheryl Tiah, Chun Yi Kwek
- Head of Cultural Strategy: Kyle Duckitt
- Senior Strategist: Felicia Ong
- Associate Social Content Director: Rebekah Anthony
- Motion Graphics Art Director & Content Creator: Allan Yeo
- Editor: Jackson Toh
- Editor: Amos Tan
- Editor: Pang Wei Fong
- Editor: Tammy Quah
