Samsung Galaxy

Join the flip side

Galaxy users love to break the mold. For the launch of the new Galaxy Z Fold5 and Flip5, we asked people all over the globe to “Join the flip side” in a 360 campaign that bent all the rules.

Results: A significant increase in awareness and engagement, and a reversing of slumping smartphone sales

A buzzworthy rollout

We started by teasing the new arrivals on social, partnering with Team Galaxy influencers around the globe.

A flexible design system

We created a custom copy and design playbook to ensure consistency from market to market.

And a little help from AI

Using LLMs and AI image generation, we created hundreds of personalized assets and experiences across all of Samsung’s digital channels.

It even came to life out on the streets

From two-sided billboards to pop-ups, “Join the flip side” became a rallying cry around the world.