Samsung S20

Carpe Diem

What is the Task?

Create an emotional, evocative, and homely ad to help people relive their best memories created pre-Covid, while looking forward to creating more.

Campaign Message:

Life is as such as it gets. One minute, you’re planning a beach party, the next you’re being forced to stay at home. Purpose and meaning is what life should be more about. It should be spent creating long-lasting memories that you can look back on and smile, and look forward to and be excited. For the Gen Zer, it becomes all the more apparent to make every moment count.

Big Idea

Piercing Insight: Never has there been a time that the world was shutdown. Suddenly, what was basic has become luxury.

Brand Connection: Memories are best collected in media (pictures and videos), and for the Gen Zer, the digital has become their lifestyle. Innovation, forward-thinking and speed of processing all appeal to agile, and restless nature of Gen Zers. The Samsung S20 series packs the best features for Gen Zers to live a fully digital life of purpose and create exciting memories.