Cheil Worldwide Network captures your true self in new global Samsung Galaxy A8 campaign

Samsung A8.jpgSamsung is tapping into Generation Z's craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.

At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit.

In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they're beautiful just as they appear.

Samsung A82.jpgSamsung A83.jpgAt the same time the film demonstrates how the Samsung Galaxy A8 is perfect for taking naturally beautiful photos in all conditions - from very low lighting, to rainy evenings, to bright sunshine.

It ends with the line: "Capture your true self with Galaxy A8. It lets you be you."

The campaign provides a contrast to other mobile handset makers who promote their new models with ads focusing on camera settings that allow users to create artifice-laden selfies.

Malcolm Poynton, Global Chief Creative Officer at Cheil Worldwide, said: "Shea is the perfect person to take the Samsung Galaxy A message to Generation Z. Her creativity, authenticity and ability to connect with people shines through and throws a spotlight on the power of being yourself."

Credits -
Agency Cheil Worldwide Network (incl Cheil WW Seoul, Iris London and BMB London)
Global Business Lead Euisun Chung (Cheil WW Seoul)
Snr Account Manager (Film) Katie Gowoon Hur
Account Executive (Film) Sewon Lillian Min (Cheil WW Seoul)
Snr Account Manager (Print) Min Young Yoon
Global Strategy Lead Jeremy Thomas (Cheil WW Seoul)
Chief Creative Officer Malcolm Poynton (Cheil WW)
Print Art Director Al Mills and Greg Mullen (Iris London)
Print producer Dawn Moretti (Iris London)
Film Art Director Ollie Agius (BMB London)
Film Copywriter Pete Ioulianou (BMB London)
Film Producer Francesca Roberts (BMB London)
Production Company Academy Films
Directors Shea Glover (Adolescent Los Angeles) & Novemba (Academy Films London)
Producer Steven Overs
Editor Stephen Dunne (The Whitehouse)
Post Production Company Electric Theatre Collective LA
Colourist Jason Wallis

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