Samsung: not same same

92% of Gen Z have an iphone. The generation known for its anti-conformity had all gotten attached to the same phone for some reason. So to make them consider something more individual, like a Samsung, we just showed them their worst nightmare - being part of the 'same same'.

… and we reminded cinema goers to switch off their same same phones.

… then created a brutally simple OOH campaign showing how Samsung can help you cut through ‘same same’.

OOH team: Jimmy Williams & Jack McSwiney