Tribal Aotearoa takes aim at Gen Z’s individuality in witty campaign for Samsung’s Z 7 foldables

Tribal Aotearoa has partnered with Samsung to launch the latest Z 7 foldables series in the New Zealand market. Working with FINCH, the team has created a bold and witty new platform that flips the script on Gen Z’s perceived individuality.

 

The campaign, directed by Stephen Carroll, asks the question – why have the same phone as everyone else?

Born from a core insight that Gen Z sees themselves as fiercely individualistic, from the clothes they wear to the music they listen to, the campaign exposes a blind spot: their phones. While this generation resists conformity, the vast majority of them are using the same device that provides the same bland, generic experience they strongly oppose. Tribal and Samsung invite them to question the default and consider a more expressive, liberated alternative.

“We wanted to create a unique piece of work here in New Zealand that speaks directly to our audience,” says Anne Vacek, Samsung NZ’s Head of Marketing Communications. “It’s about building a long-term emotional connection in a way that feels authentic to them.”

Leaning into a cleverly confrontational and visually distinctive style, the campaign positions Samsung as the brand for those willing to stand out and ‘flip’ their perspective. It acknowledges the real anxiety around switching, but reframes it as something exciting and celebratory. The message is clear: Samsung foldables are something different, for a generation that likes to be different.

“The real bravery in this campaign is that it doesn’t tell the audience what to think – it starts the story, and lets you finish it.” says Haydn Kerr, Executive Creative Director at Tribal. “It allows the audience to arrive at their own conclusions, which is the only way to get customers to rethink their phone choice.”

Non-Samsung users will be targeted with videos that make it feel like the film’s hero is holding their hand, driving home the message that they’re not alone in choosing the same phone as everyone else.

This campaign celebrates Samsung’s flagship launch of the new Galaxy Z Flip7 (and Galaxy Z Fold7, Galaxy Z Flip7 FE) in New Zealand.

Client:
Shannon Watts – Group Marketing Director
Anne Vacek – Head of Marketing Communications
Ariana Tugaga – Marketing Communications Manager

Agency: Tribal Aotearoa

Production Company: FINCH
Executive Producer: Rebekah ‘Bex’ Kelly
Managing Director: Corey Esse
Producer: Nikki Walker
Director: Stephen Carroll
DOP: Marty Williams
Production Designer: Joseph Leary
Post Production Company: Atticus
Colourist: Matic Prusnik
Casting agent: Catch Casting
Editor: Adam Page
Lead VFX artist: Stu Bedford
Soundtrack/composer/Music: Mahuia Brigman-Cooper
Sound Company: Franklin Road

Media Agency: Spark Foundry