Made in Korea

By Ogilvy - New York

For Samsung Brand Samsung Electronics

Highly Commended in category Design & Branding

In subcategory Craft - Typography for Design

Project Description
Samsung Unpacked 2019 was the most anticipated mobile event of the year. Would the first foldable smartphone – the Galaxy Fold – finally be revealed?
The leaks, rumors, and speculations were already swirling in the tech community. To entice a wider audience (age 20-40) to tune into Unpacked, we embraced the confusion that surrounded the event and added to it in a way only Samsung could.
We launched a global campaign in Hangul – the Korean alphabet – a writing system that 99% of the world wouldn’t understand.
Agency Solution
Untranslated out of home appeared all over the world. At the same time, a film aired on all of our social channels. The campaign caught fire as the media speculated about what it all meant, and diverse group of internet users – from early tech adopters to luxury product consumers – worked together to decode the hidden message: The Future Unfolds on February 20th, 2019.
For the first time in history, Samsung embraced their heritage and made a bold statement only they could make: The biggest innovation of the decade won’t come from California.
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