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Samsung’s latest effort to promote the Galaxy’s smartphone versatility taps into creators and communities from around the world.
The global campaign from Wieden+Kennedy Amsterdam employs the tagline “Awesome is for everyone” to highlight what people can produce armed with smartphones.
The official launch film is a 30-second spot, showing smartphone users collaborating to build a mosaic compiled through editing that pieces their individual contributions together for the ad. Footage includes a tattoo artist in Bangkok, Kurdish-British model Deba, Nigeria’s first skate crew and Vogue choreographer Alina Ryzhkova.