| 哲学 | BBH Singapore has unveiled a new campaign for Samsung Electronics that launches the Galaxy S24 Series globally. Powered by Galaxy AI, the Galaxy S24 Series takes the old ways and offers us a new effortless way. And once you’ve experienced it, there’s no going back. With Galaxy AI leading the way in this new era of mobile AI, the S24 Series offers a new way to connect, create and get things done. Just like that. The campaign began with a teaser film, Galaxy AI is Coming, which celebrates Samsung’s long history of pushing the boundaries of what’s possible, from pioneering TV phones in 1999 to foldable phones in 2019. The Galaxy S24 Ultra’s Official Film introduces one of its hero features, Circle to Search, developed with Google. Now, Samsung is unveiling a series of seven films spotlighting Galaxy S24’s most revolutionary features. In one of the feature films, we watch as a family persuades a visitor to “let grandpa win”a game of Janggi in an endearing demonstration of Galaxy AI’s ability to translate messages in an instant. In another, a lady giggles while watching her husband being attacked by a shower of water balloons in Instant Slow-mo. And in another film, an assistant effortlessly sums up her rambling boss with the help of Transcript Assist. Samsung and BBH Singapore have begun to roll out the next instalment: a social campaign made up of seven additional films focused entirely on Circle to Search with Google. Developed in partnership with Google, this flagship feature provides a new way for users to intuitively search for anything on their phones with only a simple gesture, and without switching apps. This series will culminate in a 30-second montage showcasing the different ways Circle to Search will change behaviour, enabling new forms of discovery with a simple gesture. Samsung’s global Galaxy S24 campaign will continue to roll out across social, digital, outdoor, and television this month. |