Title	A MOON FOR ALL MANKIND
Brand	SAMSUNG
Product/Service	TELECOMS
Category	A05. VR, AR & Emerging Tech: Film or Series
Entrant	IRIS London, UNITED KINGDOM
Idea Creation	IRIS London, UNITED KINGDOM
Production	FRAMESTORE London, UNITED KINGDOM
Additional Company	SAMSUNG New York, USA

Name	Company	Position
Younghee Lee	Samsung Electronics	EVP
John (chang Young) Kim	Samsung Electronics	VP
Zach Overton	Samsung Electronics America	VP /GM
Moses Choi	Samsung Electronics	Senior Manager
Stanley (Yongho) Han	Samsung Electronics	Senior Manager
Justine (Eun-Sook) Koh	Samsung	Division Leader
Yvonne Ng	Samsung Electronics America	Manager, Progamming & Partnerships
Yeo Jeong Shin	Cheil Worldwide	Global Account Director
SungHo Kim	Cheil Worldwide	VR Experience Director
Jeremy Cochran	Iris	Chief Client Officer
Stuart McKenna	Iris	Head of Interactive Experience
Rob Leeks	Iris	Creative Innovations Director
Joel Lim	Iris	Associate Creative Director
Fraser Thomson	Iris	Account Director
Chloe Aldridge	Iris	Production Director
Alexis Garcia	Iris	Senior Producer
Karl Woolley	Framestore	Head of VR
Heather Kinal	Framestore	Executive Producer Immersive Entertainment
Jonathan Forder	Framestore	Lead Developer Hardware Integration
Alex Perry	Framestore	Lead Developer Content
Taylor Kennard	Framestore	VR Producer
Makoto Tanaka	Framestore	Lead Tech Artist
Taekyu Tang	Framestore	Lead CG Artist
Richard Fish	Framestore	Lead Production Technology
Thor Bunting	Framestore	Developer
Jason Fox	Mannetron	Lead Software & Project Manager
Steve Lane	GCRS	Technical Lead Sound Engineer
Mirren Malcolm-Neale	GCRS	Audio Developer

Why is this work relevant for Entertainment?

Beyond an advertising comms campaign, Samsung Electronics Global needed to prove to potential consumers that their smartphone, the Galaxy S9 and Note8, together with their VR headset, Samsung Gear VR, were capable of delivering experiences that let you “Do What You Can't” – Samsung Mobile’s brand promise. We were tasked to deliver an engaging virtual reality experience that would be considered a "VR masterpiece" – a 4D (physical, not just visual) immersive experience that, in the client's own words, let you do what you've only dreamt of. "A Moon For All Mankind" was our dramatic response to the brief.

Background

Only 12 people, all white American men, have ever been on the Moon. Through our technology, our creativity and our products, we want to democratise the Moon and excite the next generation about ultimate human endeavour – the exploration of space. When people experience the Moon for themselves, they’ll be inspired to reach for the stars and take an active role in human progress - as scientists, mathematicians, engineers and yes, even astronauts. We were tasked to deliver a virtual reality experience that would be considered a "VR masterpiece" - an immersive experience that, in the client's own words, let you do what you've only dreamt of, or “Do What You Can’t”. "A Moon For All Mankind" was our response to the brief. In the spirit of #DoWhatYouCant, we wanted to push the limits of what a phone can do and open the Moon to all.

Describe the creative idea

Samsung and NASA joined forces to open the Moon to all as the 50th anniversary of the Lunar Landing approaches. 49 years ago, the world held their breath as Armstrong stepped on Moon. It was hailed as a “giant leap for mankind”. In reality, only 12 astronauts have set foot on the Moon. By pushing the limits of what a phone can do, we let people do what they can't. - We made it possible for everyone to walk on the Moon. We brought together world-class VR creators, engineers and NASA, to create the most accurate experience of walking on the Moon, on earth. - Our rig registers your weight in realtime and lifts you as if you were one-sixth of your mass on earth. - The Moon landscape matches NASA Lunar topographical data. - Accomplish an exciting mission on the Moon and plant your own flag.

Describe the strategy

The timing of the launch of A Moon For All Mankind could not have been better as we ramp up to the 50th anniversary of the Lunar Landing in 2019. The halo-effect of our consultation and partnership with NASA – something no other competitor has – gave the experience an incredible amount of credibility and made the 4D VR experience more attractive to participants. We wanted to engage global consumers who were Samsung users as well as other smartphone brand users. To Samsung users, we wanted to reinforce their positive disposition towards the brand through a VR experience that could not have been achieved on any other smartphone and VR headset combination. To non-Samsung users, we wanted to demonstrate the hardware and software edge the Samsung S9 and Note8 had over their smartphones.

Describe the execution

The first activation of the 4D VR lunar gravity simulator ‘A Moon for All Mankind’ happened in Samsung's home country during the Winter Olympics. A full experience was set-up in the Samsung Olympic building on its VR Floor. The second iteration of the experience was at the Mobile World Congress event in Barcelona. This time we had not one, but two Lunar gravity simulators and a huge play area in Samsung’s flagship event space. With registration opening at 9am on a daily basis, the experience sold out by 9.15am each day. July saw us launch the experience to the public in the centre of Samsung’s 3 story flagship 837 store, in New York City, where it continues to run free of charge to anyone aged 13 or older.

Describe the outcome

Overall 'AMFAM' has received: 152M Social media impressions 5.3M PR impressions 6.93M seconds of VR moonwork Since launching to the public at Samsung's flagship store in New York, Samsung 837, “A Moon for All Mankind” has: • Seen over 578 guests walk on the moon. • Provided over 1,734 device interactions. • 97% of guests thinking it was a cool collaboration between Samsung and NASA. • Highlighted Samsung as a leader in tech innovation according to 98% of guests. • Made 86% of guests more interested in buying a Samsung product. • Provided consumers with engaging digital takeaways which garnered 921 social mentions and 317 social shares. Overall, “A Moon for All Mankind” has received nothing but positive sentiments and has been coined by media, who have taken a step on the Moon, as one of the best and most immersive VR experiences they’ve ever done.