Cheil Worldwide launches Samsung Galaxy A5 push to highlight young users taking selfies
Cheil Worldwide’s latest “Q & A” campaign for Samsung Galaxy A5 showcases young users taking selfies. The campaign uses the universal insight that smartphones are no longer just a tool that helps us communicate – it’s a utility that we use on a daily basis to express ourselves.
With the youth generation, their attachment to these devices is so deep that their social status often depends on interactions occurring across social media channels. For them, staying digitally connected with friends and families, and being able to express their true self are important values they care about.
The three 30 second films take a Q & A approach based on the concept where the youth are met with questions on what they are doing in life. The answer to those questions is met by empowering these young users – that the answers are within themselves.
“The process of approaching these people, who redefined the way mobile phones were used traditionally, required a deep understanding about them, which led us to the overarching theme, ‘Q & A’ with the young consumers,” says Kate Hyewon Oh, Executive Creative Director at Cheil Worldwide.
The intention was to portray the perspective of the older generations who question what may seem like irrational behaviors of today’s youth. The stories take place in different situations – taking selfies at a party, while skateboarding, and while dancing in public. The scenes showcase how the young users may be questioned by others based on what seems like apathetic behavior in the beginning, however, it turns out that their acts are something greater than just taking meaningless selfies.
“Despite living in the unstable and challenging times, they still have the energy and confidence in their lives. We wanted to express our support and applause to today’s youth by giving them the opportunity to express who they are through the ‘Q&A’ theme in this campaign.”
The films were directed by Tom Schlagkamp, known for some of his young, lifestyle visual work for Urban Outfitters and Mini Cooper.
Samsung Galaxy A5 is a full-metal body smartphone that comes with many improved functions for taking photos and videos, including the Wide Selfie, Palm Selfie, Animated GIF, Beauty Face Features, and Rear-cam Selfie. It lets users capture attractive selfies in high resolution by automatically detecting and focusing on a person’s face. Users are also able to quickly and easily share photos or videos on their social media channels with the device’s fast network speed of LTE Category 4 standard.