Samsung positions Galaxy AI as the companion you can’t live without in global launch campaign for the Galaxy S25 Series via BBH Singapore

February 13 2025, 10:35 am | BY Ricki Green | No Comments

Global Brief – BBH Singapore has created the global launch campaign for the Samsung S25 Series, with a focus on positioning Galaxy AI as an indispensable tool that is fundamental to people’s daily lives.

 

The work, which will roll out globally over the coming weeks, is BBH Singapore’s second global campaign as key agency for Samsung’s flagship phone, following the astounding success of Galaxy AI’s launch in 2024.

BBH created an integrated campaign built for social engagement, developing a vast ecosystem of content centred around S25 Ultra’s new features and AI capabilities. The approach consists of a social campaign that brings the phone’s groundbreaking AI technology to life, alongside a hero product film launched during Galaxy Unpacked and six commercials focused on highlighting the new features.


BBH created a Cinematic Universe of characters, appearing across channels and platforms in various everyday situations where Samsung Galaxy can help them to make the most out of every moment. For example, finding the perfect pet-friendly restaurant and sharing it instantly. The creative also uses smart mnemonics as a deliberate way to strengthen recognition across the campaign, which will run across multiple channels including Social, Digital, TV and Cinema.

“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,” says Sascha Kuntze, Chief Creative Officer, BBH Singapore. “Through an audience centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion.”

Says Sung Chang, EVP at Samsung Electronics: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”


Client: Samsung Electronics
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Directors: Charlene Chua, Gustavo Bonzanini, Michael Chin, Chin Wei Hao
Associate Head of Art: Sid Lim
Associate Creative Directors: Robert Nelk, Mark Peeters
Senior Art Directors: Grace Wong, Koon Hoong Muk
Senior Copywriter: Ishan Venkat
Art Directors: Sixin Wu, Eunice Tan
Copywriters: Enkania Lee, Gwendolyn Lee
Junior Art Directors: Jia Min Tan, Jonathan Chen
Content Creator: Gerard Koh
Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro, Abbas Zafar, Jasmine Portman
Project Director: Sheryl Chua
Senior Account Director: Claire Wong
Account Director: Valerie Ho
Associate Account Director: Sabrina Ang
Account Manager: Angel Fadila
Senior Account Executive: Stephanie Toh
Account Executive: Pei Xuan Soh, Rowena Ng, Claudia Tan
Head of Production: Wendi Chong
Executive Producer: Derri Ng
Producer: Cheryl Tiah

Chief Strategy Officer: Chris Chalk
Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Strategist: Meili Yeo
Junior Strategist: Gershayne Phua
Social Specialist: Kristal Lee, Su Tien Chow

Production
Feature Films
ProdCo. Habitant Mexico
The Assembly Rooms
Pang Wei Fong
Black Kite
The Mill Seoul
String and Tins

Teaser
ProdCo. Habitant Mexico
Tammy Quah
The Mill Seoul
String and Tins

Intro Film
Stink Films
Sauvage TV
Tammy Quah
Habitant Mexico
Room 121
String and Tins