Samsung Galaxy A #IAmLikeThis

The brief was to relate to youth, stand out and be cool in a place like KSA, pre-women driving. This was 2017. The biggest challenge was convincing Samsung to spend money on 40+ Boomerangs and a song back in 2017 rather than spend it on a TVC and a big ad campaign. The results? devices sold out in 3 weeks instead of 3 months, sponsored Redfest with 4000 boomerangs and submissions by attendees at the Samsung booth and we did it! #WeAreLikeThis. Strategy deck here: https://www.moey.rocks/samsung-iamlikethis Samsung Mobile Arabia Digital Campaign: #iamlikethis Agency: Leo Burnett MEA Creative Directors: Matteo Maggiore, Valerio Mangiafico Creative Strategist: Moey Shawash Client Servicing Director: Danielle Jamal Executive Producer: Leah Manasseh Director: Nixon Freire Field Producer/Casting & Locations Manager: Natalie Mason DOP: Victor Ponce Animation: Branko Jass - frametouch Project Info: With a team flown in from Brazil to shoot Samsung's Galaxy A global video campaign in Dubai, they required local knowledge and access to diverse, real millennials (such as skaters, graffiti artists, desert drivers, b-boys) from Arabic backgrounds. The video had the viral effect, with 250,000 + Facebook views in the first 2 weeks