After the launch campaign in August of its Galaxy Z Fold3 5G and Z Flip3 5G smartphones, Samsung Electronics France is back at the end of the year to highlight its foldable smartphones through a new ultra-spectacular communication, which combines poetry and technology.

How to traduce on a modern and contemporary way a gesture who belong to the first time of the mobile phone.

how to traduce this gesture as a dance.

Create a unique artistic performance, which takes the choreographer’s world even further and pays homage to the avant-garde design of the Galaxy Z range, can be discovered on social and video platforms. It will be relayed by a powerful campaign of influencers.

The leds reflect the idea of the mobiles screens. The entire place is dedicated to a technology mood to leave the place to the dancer witch one express the mobile phone usage.

It's through the dance that the unique samsung technology is express.

The idea is to traduce technology by art.

The strategy is to express a new technology without a word.

To carry the consumer in a new world, something not uniquely technologic be also a kind of art de vivre.

Choose Sadeck Berrabah mixed to Seysey music is the point of difference in a face of the competitor. By this way we wanted to touch the young generation even is the folding tech. was an old gesture for mobile phone.

Transpose this technology in poetry transform the gesture and become more seductive

It's the perfect combinaison between music, dance, light who involve the new experience.

Implementation : TV, Website client, Youtube

Timeline :

Brief : October the 04 th

Round 1 : to October the 15 th

Go prod : October 25

Final Work until Novembre 1st

On set November the 19 th

Placement from December the 6th to December the 20

Placement 10

Scale : National - France

Agrement 67 %

attribution 78%

Notoriety 91%