After the release of the Galaxy Z series in August, it was important to maintain consumers’ interest in the flagships even as time passed. The brand needed a way to keep the conversation surrounding the Z series going in a creative and fun way so as not to bore the audience with another highlight of the products’ features.

We were tasked with creating content different from what users come to expect from Samsung, with ‘unexpectedness’ being a keyword of the brief. The transpiring idea was ‘What else can we fold’ where we folded objects that do not originally fold to show the Z series’ innovation again in a playful, creative way that resonates with MZ audiences.

The objective was to highlight Samsung’s creative side, while engaging with our audience on ‘what else can we fold’ with the Z series at the center of the idea.

The film kicks off with a protagonist folding objects that are not originally designed to fold; an LP, #2 pencil, an apple, a remote control, a table tennis racket, shoes, a book, a picture frame, a baguette, a brick, skateboard, guitar, ceramic plate. And at last, we see the Galaxy Z Flip5 and its folding motion with the film concluding with the message 'What else can we fold?' to encourage viewers to give us suggestions on what bold endeavor we can take on.

At the time of writing, the content has more than 3.8 million views, 340K likes, and 7.1K comments across all channels despite having no paid media support. This equates to the content being the most liked and most viewed content on Samsung’s global IG channel, with the previous high in views and likes amounting to approximately 1.2 million views and 100K likes respectively. (Views and likes on Samsung Global IG channel are 2.6 million views and 201K likes respectively)

Comment engagement is especially noteworthy, as the content is not a social posting that encourages user participation through perks or giveaways. Users voluntarily engaged with the content itself, commenting on other objects they wanted to see Samsung try to fold, with many viewers praising our content’s creativity, saying they did not realize that it was a brand campaign until the Galaxy Z Flip5 and Samsung logo make an appearance.