Home has never been this cool –
SAMSUNG
Thanks to Samsung’s home appliances and TVs, being at home has never been more relaxed or effortless. With smart features and a whole range of AI-powered capabilities, Samsung devices take care of the little things, making everyday life a whole lot easier.
To bring this to life, we teamed up with one of Germany’s coolest and most laid-back personalities: actor and entertainer Friedrich Lichtenstein. In a series of highly entertaining content pieces, he shows how Samsung devices make everyday life a breeze. The result? An unconventional, funny and truly one-of-a-kind campaign.
The campaign ran across all channels: social media, TV, print and OOH.
Who Actually Needs that?
SAMSUNG
A provocative question became the creative starting point for this campaign: Who actually needs AI in their TV or household appliances?
To answer it, we teamed up AGAIN with entertainer and actor Friedrich Liechtenstein, whose unmistakable charm and wit turned a potentially technical topic into pure entertainment. In a series of short-form social films, he explores the question from unexpected angles, revealing how AI can simplify everyday life while keeping audiences engaged from start to finish.
The result is again: branded entertainment at its finest: unconventional, highly entertaining product films designed for social media. Playful, surprising, and refreshingly self-aware, the campaign transformed product features into memorable stories and gave AI-powered technology a distinctly human face.
SAMSUNG
A provocative question became the creative starting point for this campaign: Who actually needs AI in their TV or household appliances?
To answer it, we teamed up AGAIN with entertainer and actor Friedrich Liechtenstein, whose unmistakable charm and wit turned a potentially technical topic into pure entertainment. In a series of short-form social films, he explores the question from unexpected angles, revealing how AI can simplify everyday life while keeping audiences engaged from start to finish.
The result is again: branded entertainment at its finest: unconventional, highly entertaining product films designed for social media. Playful, surprising, and refreshingly self-aware, the campaign transformed product features into memorable stories and gave AI-powered technology a distinctly human face.
Client –– Samsung
Agency –– Leo Burnett
My Role –– Creative Direction, Concept, Art Direction
Production –– Zauberberg Productions
Agency –– Leo Burnett
My Role –– Creative Direction, Concept, Art Direction
Production –– Zauberberg Productions
