The “Know Your Health Inside Out” campaign from Wieden+Kennedy London launches with a suite of films directed by Ernest Desumbila of production house Iconoclast that introduce consumers to the different key features of Samsung Galaxy’s Watch6. The campaign includes this anthem spot that follows the journey of a wearer’s night while her Watch6 tracks her sleep.
As we travel to her inner world, we meet the two sides of her brain—Emotional Right Brain and Rational Left Brain—as they plunge into REM sleep. We’re introduced to the zen-like Heart and the mischievous cramping Muscle, before our sleeper wakes up to discover her in-depth sleep analysis on the Watch6.
The playful mix of live-action and CGI talking organs was crafted to increase brand affinity with the younger audience and invite them into the Galaxy Ecosystem. The organ characters are brought to life across the campaign in different scenarios that bring to light the various features of the Watch6, from body composition measurement to personalized heart rate zones.
“In a world full of stress and anxiety, getting a good night’s sleep can seem unattainable. With this campaign, we aimed to celebrate the Galaxy Watch6’s positive impact on everyday well-being in a way that felt fresh for the category by placing a particular spotlight on sleep health,” said Hermeti Balarin, chief creative officer, Wieden+Kennedy London.
The partnership between Samsung and W+K London commenced in 2023. It marks an extension of the existing relationship between the brand and the agency network, as Samsung already works with the agency’s offices in Amsterdam and Portland.
CreditsClient Samsung Agency Wieden+Kennedy London Albert Pukies, Becca Pottinger, creative director; Will Wells, Sammy Watts Stanfield, Simon Allen, Patrick Silla, creatives; Ana Balarin, Hermeti Balarin, chief creative officers; Dan Hill, chief strategy officer; Rebecca Hunter, Samara Zagnoiev, Iona Patterson, James Laughton, TV producers; Ross Taylor, Lwimbo Malanda, TV assistant producers; Mark D’abero, production director; David Brodie, head of studio; Jon Harris, motion graphics. Production Iconoclast Ernest Desumbila, director; Kate Sharpe, Jean Mougin, exec producer/managing directors; Emma Buterworth, producer; Alexandra Michaels, production manager; Todd Martin, DP; Toni Castells, production designer; Ana Murillas, costume designer. Editorial Sauvage.TV Joao Teixeira, editor. VFX Sauvage.TV Eva Laffite, VFX exec producer; Llibert Figueras, VFX producer; Xavi Santolaya, colorist. Sound 750mph Sam Ashwell, Jake Ashwell, sound designers; Olivia Ray, Aishah Amodu, sound producers. Music Twenty Below Emily Pritchard, music supervisor/producer; Jim Fowler, composer.
The Best Work You May Never See: C3P, No Fixed Address Show Us There Are No “Safe Spaces” In Canada When Kids Are Online
Creative agency No Fixed Address has partnered with the Canadian Centre for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The “Safe Spaces” campaign alerts parents to the fact that nowhere is currently safe for a Canadian child--not their school, not their playground, not even their own bedroom--as soon as they’re online.
This “Safe Spaces” public service film--directed by Amélie Hardy via production company Carton Rouge--features the mothers of six victims of online sexual exploitation, telling their kid’s stories from the same places they assumed their child would be safe. These courageous moms have not only suffered the nightmare of what happened to their children, they’ve suffered under the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the preconception the “Safe Spaces” campaign seeks to change. This can happen to anyone. Predators are everywhere online. And they’re targeting everyone. The campaign is urging Canadians to support the federal government’s Online Harms Bill, which would require social media companies to provide meaningful protection to children online.
“These courageous moms chose to share their heartbreaking stories to help Canadians understand why we desperately need legislation to protect our children from dangerous spaces online, just like we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety regulations for the platforms kids use every day, as proposed in the Online Harms Bill.”
Alexis Bronstorph, chief creative officer at No Fixed Address, said, “We were blown away by the courage of these moms for sharing their stories.... Read More