| Title | THE WAY YOU ARE |
| Brand | SAMSUNG |
| Product/Service | GALAXY A |
| Category |
B01. Internet Film |
|
Entrant Company
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Advertising Agency
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Production Company
|
PRODIGIOUS Paris, FRANCE
|
Credits
| Xavier Beauregard |
Leo Burnett France |
Executive Creative Director |
| Mohamed Bareche |
Leo Burnett France |
Art Director |
| Stephane Gaubert |
Leo Burnett France |
Copywriter |
| Luc Lepelletier |
Leo Burnett France |
Account Manager |
| Didier Borgel |
Prodigious |
Director |
| Brice Davoli |
Davoli Music |
Music Composer |
| Antoine Grujard |
Prodigious |
Agency Producer |
| Jeol Tessoneau |
Prodigious |
Music Producer |
| Thierry Delassalle |
Prodigious |
Executive Producer |
The Campaign
To stimulate discussion about the new Samsung Galaxy A, we wanted to demonstrate to our target just how closely the content of their smartphone reflects their private life.
That is why we decided to invite users of the Samsung Galaxy A to experience this intimate connection, live.
We presented teens with a dilemma :
We offered them the trip of their dreams.
On one condition.
First, they would have to agree to give someone access to the content of their Samsung Galaxy A for 10 minutes.
What they didn’t know was that in fact, they’d be allowing their parents to see what was in their phones.