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By John Glenday, Reporter

February 6, 2023 | 2 min read

New campaign by Wieden+Kennedy puts focus on the people who own its devices.

Samsung latest ad push by Wieden+Kennedy Amsterdam moves beyond dry tech specs to the power of shareable moments, with a series of seven films showcasing headline features through the prism of social currency.

The new campaign comes after Samsung told The Drum that it wants to shift its marketing from showcasing the specs of its latest tech to instead adopt a more ‘playful’ public persona.

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Broadening the appeal of its flagship Galaxy S23 smartphone, the new campaign puts focus on the people who own its devices according to Edouard Olhagaray and Ramona Todoca, creative directors from Wieden+Kennedy Amsterdam who commented: “This all started from the simple observation that when you have a great device you can’t help but share it with those around you. In our view, the purpose of great tech isn’t just to benefit its owner, it is also to facilitate shared experiences. The collective reward is far greater. By encouraging Samsung users to share the power of their device with the world we want them to unlock that potential.”

Illustrating the raw horsepower of each phone and the functionality this provides, the campaign employs the talents of Kurdish-British model and activist Deb Hekmat who puts the S23 through its paces for some illuminating night photography.

Another video sees gamer Lee ’Faker’ Sang-hyeok take the wheels of Wreckfest, the popular PC and console hit that is now available on the S23.

Blake Harrop, Wieden+Kennedy Amsterdam’s managing director, added: ”People create epic stories and moments using Samsung’s technology around the world every day and it has been a huge privilege to help tell the story of how the Galaxy S Series makes even more of this happen.”

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