Awesome's what I'm doing

Awesome’s What I’m Doing is the fourth installment of the Awesome is for Everyone campaign, and this was Wieden+Kennedy’s chance to bring to life the new and enhanced features of the Galaxy A devices, and some of the creative opportunities along with it. 

With this campaign, the focus lies on the interplay between generations with Samsung giving the next gen the tools they need to create. Our rising star Archie Presley was in the driving seat for this crazy cool Samsung ride and composed a bespoke track that supports the different features in a funky way, with a big reference to boundless and sometimes nonsensical creativity, enabling the content creating generations to express themselves to the world.  

The campaign features a raft of assets for TV, digital and social channels. A 30-second Hero film delivers the Awesome’s What I’m Doing message while showcasing the four key attributes associated with the Galaxy A range: awesome screen, awesome camera, long lasting battery life and water resistance. The music track has a lot of pop techno influence built around synthesizers and percussive effects, checkerboarded with catchy treated vocal hooks. With this new age genre, we tried to express the latest digital trends. Creating the same feeling in a shorter amount of time seemed a bigger challenge music wise. The 15-second spots focus on one key feature each, as do the nine short films made specifically for TikTok.  

Nowadays a phone isn’t just a device… it is the center of our world, especially for Gens Z and A. Self-expression, education and side-hustles to be found at our fingertips. Features such as a powerful camera, an immersive screen and long-lasting battery life matter most to young consumers to help unleash their creativity while simultaneously sharing their experiences on social media.