Advertising campaign created by Leo Burnett highlights a new mobile experience that brings passions to life
SEOUL, Korea - September 10, 2013 - Today, Samsung Electronics Co., Ltd. unveiled “Design Your Life,” a captivating global advertising campaign created to promote the GALAXY Note 3 and the GALAXY Gear, Samsung’s new flagship devices that enable consumers to live life in the moment while staying connected. The integrated campaign, created by Leo Burnett Los Angeles and Chicago, includes TV, print and online videos. The innovative campaign captures, through striking visuals and unique musical experiences, how the new GALAXY Note 3 and GALAXY Gear can enrich the passions of everyday life.
“Everyone has a story, and everyone’s story starts somewhere,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “Incorporating the most meaningful features of our GALAXY Note 3 and GALAXY Gear, our new campaign highlights Samsung’s belief that even the simplest everyday tasks can help you design something extraordinary in your life and Samsung GALAXY Note 3 and GALAXY Gear together will encourage you to design your own life story.”
“Sweet Dreams,” the first film within the campaign, features an impassioned young woman working to modernize her grandfather’s toyshop. In her pursuit to revive his business, she utilizes six distinct features from the new GALAXY Note 3 and GALAXY Gear to chase her dream. Captured through stunning cinematography, the inspirational story is set to singer-songwriter Annie Lennox’s hit “Sweet Dreams.”
“Design Your Life” comes on the heels of the one-year anniversary of the opening of Leo Burnett Los Angeles. This West Coast hub, which oversees the agency’s global Samsung business, is led by Executive Creative Director Shannon McGlothin, along with SVP/Creative Directors Adam Kennedy and Brandon Rochon.
Available in Jet Black, Classic White, and Blush Pink at launch, the Samsung GALAXY Note 3 delivers a larger and better screen for the best viewing experience and more powerful multitasking, and introduces significant S Pen improvements that make everyday life easier and faster. Consumers can personalize their GALAXY Gear experience by choosing from six colors available at launch: Jet Black, Mocha Gray, Wild Orange, Oatmeal Beige, Rose Gold, and Lime Green. Both GALAXY Note 3 and GALAXY Gear are set to launch starting from September 25 in more than 140 countries around the world. The Samsung GALAXY Note 3 will also be available in the U.S. in October on AT&T, Sprint, T-Mobile, Verizon Wireless and U.S. Cellular.
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.
About Leo Burnett
Leo Burnett Worldwide, part of Publicis Groupe, is one of the world’s largest agency networks with 98 offices and nearly 10,000 employees. In 2012, the global network was awarded a record-breaking 55 Lions at the Cannes Lions Festival of Creativity and was also named “Network of the Year” by YoungGuns, Golden Drum, Dubai Lynx and MENA Cristal Awards. A HumanKind communications company, Leo Burnett Worldwide has a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Leo Burnett works with some of the world’s most valuable brands including The Coca-Cola Company, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via @leoburnett.