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The visual identity for 2025 makes use of a fluid abstract form that morphs and changes, symbolising countries merging together to become one. With the contest being held in Switzerland - the birthplace of Eurovision, a Swiss typographic style was used to convey a throwback visual.
SOLUTION
Samsung challenged us to showcase the AI capabilities of the Galaxy S series and Galaxy Watch, appealing to the Gen Z market specifically.
THE CHALLENGE
CALL ME SAM
CALL ME SAM
Establishing Samsung as the front runner in AI capabilities
*original pitch concept*
THE PROBLEM
Samsung's newest AI capabilities are overlooked since every major brand is introducing AI tech.
Your Samsung isn’t any basic phone - it’s your personal assistant, there for the journey of life alongside you. Hence, Samsung is dropping the long name... call me Sam. Whether it’s your first sous chef, trainer, DIY teacher, this Gen Z oriented campaign preaches that whatever you need, Sam is here to help guide you through the journey of adulthood.
OUR SOLUTION
Samsung's newest AI capabilities are overlooked since every major brand is introducing AI tech
PROBLEM
Samsung has become more than a phone - it's your personal assistant
SOLUTION
Samsung is dropping the long name - 'Call me Sam'. Aimed at Gen Z, this campaign positions Sam as a go-to guide for those settling into the adulting world. Whether you need a sous chef, trainer, or DIY coach, Sam is here to assist you for your 'firsts' in life.
SOLUTION
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