Jonathan Yurek
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Made in Korea

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Samsung Unpacked 2019 was the most anticipated mobile event of the year. Would the first foldable smartphone, the Galaxy Fold, finally be revealed?

With the rumors, speculations and fan leaks already swirling, we embraced the confusion surrounding the event, and added to it in a way that only Samsung could: A global campaign written in Hangul – the Korean alphabet – a writing system that 99% of the world does not understand.

 

Over 3 Billion Impression | 2019 Biggest launch in samsung history | 45 Million Views in a week |
Awards: Cannes Design Bronze & Shortlist

 
2019 Shortlist Design
 
 

Case Study

 

First, we posted a cryptic film to Samsung’s media channels – written in Korean. Translation: The Future Unfolds

 
At the same time, out of home appeared in Paris and in other major cities around the world. Translation: The Future Unfolds

At the same time, out of home appeared in Paris and in other major cities around the world. Translation: The Future Unfolds

Times Square

Times Square

Picadilly Circus

Picadilly Circus

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New York

New York

Milan

Milan

Madrid

Madrid

The media coverage and online buzz led to a record number of people tuning in to see if the Galaxy Fold would be revealed at Unpacked 2019 on February 20th.

The media coverage and online buzz led to a record number of people tuning in to see if the Galaxy Fold would be revealed at Unpacked 2019 on February 20th.

 
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