AUCKLAND, Friday: Tribal Aotearoa has teamed up with Samsung to launch the new Z 7 foldable series in New Zealand. Partnering with FINCH, they’ve built a bold, witty platform that challenges Gen Z’s so-called individuality.
The campaign asks one simple question – why have the same phone as everyone else?
Based on the idea that Gen Z prides itself on standing out, the campaign points out a blind spot – their phones. While they reject conformity, most still use the same bland device. Samsung wants them to ‘flip’ that mindset.
“We wanted to create a unique piece of work here in New Zealand that speaks directly to our audience.” – Anne Vacek
“We wanted to create a unique piece of work here in New Zealand that speaks directly to our audience,” said 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.”
With a playful yet confrontational tone, the campaign positions Samsung as the choice for those willing to stand out. Switching phones is framed as exciting and liberating, not scary or inconvenient.
“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.” said 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.”
Targeted videos speak directly to non-Samsung users, nudging them to realise they’re not alone in sticking with the same-old phones.
The campaign celebrates the launch of Samsung’s Galaxy Z Flip7, Galaxy Z Fold7 and Galaxy Z Flip7 FE in New Zealand.
CREDITS
Group Marketing Director: Shannon Watts
Head of Marketing Communications: Anne Vacek
Marketing Communications Manager: Ariana Tugaga
Agency credits: 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
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