BBH London Tucks Kids in With ‘Samsung Bedtime VR Stories’

By Erik Oster 

What, you don’t believe that VR is going mainstream? Get used to it.

BBH London launched a new campaign for Samsung, helping traveling parents stay in touch with their children via “Samsung Bedtime VR Stories.”

Based around the insight that one third of parents miss out on bedtime with their children due to busy schedules, the campaign set to offer up a virtual bedtime story experience that was the next best thing. Launching with a single story, “The Most Wonderful Place to Be,” the experience allows a parent and child to read an interactive story together, inhabiting a VR world together. They can even talk to each other during the story, while appearing next to each other on the story’s magical bed.

While no substitute for the real thing, and possibly detrimental to actually getting a good night’s sleep, the experience seems to be a good one for children who miss their parents while they’re on business trips or are otherwise unable to enjoy a bedtime story. It’s also a good example of how Samsung’s VR technology can be used for a practical–and in this case emotionally fulfilling?– purpose.


“Building on Samsung’s expertise in VR, we were able to create Bedtime VR Stories, which allows parents and children to share a story, even when they’re apart, so it’s no longer ‘once upon a time’ but rather ‘happily ever after,'” BBH told Adweek.

“With Bedtime VR Stories, we’re hoping that this prototype will show an important new exciting genre of virtual experience—and something that will define the use of virtual reality over the coming years,” added Conor Pierce, vice president, IT and mobile at Samsung U.K. & Ireland. “We’ve harnessed the power of VR to reunite parents and children for a unique storytelling experience, giving us a glimpse of what the traditional story time may look like in the very near future.”


Client: Samsung
Manager, Samsung Global Marketing: Dan Canham
Agency: BBH London
Creative Team: Martin-Jon Adolfsson and Oksana Valentelis
Creative Director: Joakim Borgstrom
Strategy Director: Damien Le Castrec
Strategist: Tom Patterson
Chief Strategy Officer: Jason Gonsalves
Chief Production Officer: Davud Karbassioun
Business Lead: Julian Broadhead, Polly McMorrow
Global Business Development Director: Tim Harvey
Account Manager: Lara Worthington and Katharine Gritten
Copywriter: Nick Kidney
Print Producer: Simon Taylor
Additional Contributors: Amrita Das, Richard Cable,Jeremy Ettinghausen,Vix Jagger, Chris Meachin, Alex Matthews, Sarah Cooper, Patrick Dedman, Kate Frewin-Clarke, Matt Bertocchi, Katie Callaghan
Unit 9 Credits
VR Creative Director: Henry Cowling
Art Director: Fred Aven
Teach Lead: Laurentiu Fenes
Lead Unity developer: Xavier Arias
Unity Developers: Kevin Borrell, David Diaz, Luke Haugh, Mark Vatsel, Riess Phillips Henry Illustration / Environments & Character Design: Christian-Slane
3D Artists: Sophie Langohr, Steve Campbell
Storyboard Artist: Sophie Conchonnet
Technical Artist: Josep Moix
UX Designer: Camille Theveniau
Designer: Mariusz Kucharczyk
Sound Design: Chris Green, Sound Design
Head of QA: Dominic Berzins
QA Lead: Eve Acton, QA Lead
QA Senior Tester: Tom Watson, Ayesha Evans
QA Tester: Andrew Heraty
Executive Producer: Richard Rowe
Senior Producer: Emma Williamson
Film Credits
BBH Producer (Digital): Samuel Bowden
BBH Producer (Film): David Lynch
BBH Assistant Producer: Sarah Cooper
Production Company: Black Sheep Studios
Editor/Editing House: Black Sheep Studios
Print Credits
BBH Producer: Simon Taylor, Katie Callaghan