Only 12 male American astronauts have ever walked on the Moon. Through our technology, our creativity and our products, we want to democratise the Moon and excite the next generation about the ultimate human endeavor – 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.

We pushed the limits of what a phone can do and open the Moon to all, in line with Samsung’s Global brand promise.

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.

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.

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.

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.