Samsung and Leo Burnett Join Forces to Launch New Galaxy Brand Campaign

By | May 16, 2017

SEOUL – April 6, 2017 – Samsung Electronics Co., Ltd. along with marketing partners Leo Burnett and Turner Duckworth, this week began rolling out an integrated brand and product campaign following the unveiling of the Samsung Galaxy S8 in late March.


“Our brand work is the first articulation of this evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy ‘that meaningful progress can only happen when you dare to defy barriers,” said Pio Schunker, SVP Global Head Integrated Marketing, Mobile Communications Business at Samsung Electronics. “Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”


“The New Normal” and “Breaking Out” were released following the successful introduction of both “The Ostrich” and “This is a Phone” at Samsung’s Unpacked event which was held on March 29 in New York. In addition to these short films, Samsung is also rolling out a series of digital, social and out-of-home activations across the globe, such as “Whale” and “Astronaut.” The collection of work by Leo Burnett Worldwide and Turner Duckworth extends the philosophy of how Samsung’s products continue to defy conventional categories.


“Great brands have a purpose and a point of view about life. Samsung stops at nothing to create impossible technologies so that people can do impossible things,” said Mark Tutssel, global chief creative officer of Leo Burnett Worldwide. “The empowering message of #DoWhatYouCant, introduced during the 2016 Olympic Games, helped Samsung become one of the most visible brands during the Games. Now, this new campaign continues to push the boundaries of emotional storytelling to connect with people in a powerful fashion. It’s a brand living its purpose.”


Set to The Beatles’ hit, “Across the Universe,” “The New Normal” video by Leo Burnett Chicago opens with a hospital delivery room scene as a father hovers over his newborn with a Samsung device. The first photo is captured, and shared, essentially connecting the child to the rest of the world. The video continues to tell a story through the eyes of a generation who, thanks to Samsung innovation, are living the promise of #DoWhatYouCant. It explores the ways Samsung has defied technological barriers so what once was impossible is now the new normal – demonstrating how technology, at its best, helps consumers make meaningful connections and progress.


The “Breaking Out” video by Leo Burnett Chicago and Sydney, highlights the Samsung Galaxy S8’s revolutionary new “Infinity Display” which gives consumers more viewing freedom. The creative insight for the video is based on the concept of breaking free from the confines of a normal phone, smashing off its borders and its home button to unveil and unbox the Samsung Galaxy S8.


“Samsung’s approach to visual identity design is directly inspired by the idea of defying barriers. It is extremely disciplined, but highly flexible. This design, while driving consistency, is also a springboard for unlimited creativity. This was only possible with radical collaboration between Samsung, Leo Burnett and Turner Duckworth,” said David Turner, designer and founder of Turner Duckworth.


Download video files for “The New Normal,” “The Ostrich,” “Breaking Out,” “Whale” and “Astronaut” here.

Download key visuals for “Whale” and “Astronaut” here.

Creative credits available upon request.

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at

When Samsung’s product designers set out to create the new Galaxy S8, their approach was to look at the overall experience, with both hardware and software working together with the user. They wanted to design a device that would blend seamlessly into your life by achieving harmony between technology, design and human nature.


The designers carefully examined every aspect of the smartphone: From shape and form, the materials used, how it felt in the hand and its colors, to advanced functionality and user experience. They then went back to the very essence of the device in developing the Galaxy S8, focusing on creating more natural interactions, with fewer interferences for a seamless experience for users.


Arriving at the end-result that became the Galaxy S8, Samsung’s team of designers removed all unnecessary technical elements to create more natural interactions, achieving total design refinement, with a stripped back, bezel-less display and removing the home button for immersive interaction.


The idea of “becoming one with nature” is much more than just an adage to live by, but rather an existential approach that should transcend our daily routines. This same concept of “Oneness” can also be applied to product design, especially with devices like the smartphones which we constantly touch and interact with all throughout the day as a gateway to our digital lives.


Born from the idea of neutrality and integrating naturally into an environment, the Galaxy S8’s harmonious design is inspired by the smooth edges of a pebble, built for easy one handed control, combining form and function with neutral rounded lines. The product designers responsible for the Galaxy S8 solved the conceptual dilemma known as the “paradox of size” by maximizing the front surface, in essence developing a bigger screen without the need for a bigger phone and allowing for a more natural flow from screen to real world with uninterrupted glass, more screen and less scrolling.


Galaxy S8


At a first glance, the Galaxy S8 captivates us with its rich, natural colors that draws upon the natural appearance of sunlight passing through a droplet of water. Samsung calls this “liquid shade,” and it is the inspiration behind the device’s color palette – Midnight Black, Arctic Silver, Orchid Gray, Coral Blue and Maple Gold.


The barrier-defying Infinity Display, draws the viewer in, with a wondrous bezel-less curved screen and a symmetrical, curved design creates a more immersive experience with the device, for both navigation and apps.


To complement the refined exterior design of the Galaxy S8, it was crucial for the user experience (UX) design to be built from the same “Oneness” philosophy, continuing that natural connection between the device and user.


Galaxy S8 and S8+


The Galaxy S8’s Infinity wallpaper from the Always-On-Display, fluid navigation and redesigned iconography based on the organic lines and curves of the Galaxy S8, all work in sync to unlock the user experience, creating a seamless and continuous experience across displays.


With a design and UX that are based on natural interactions and movements, the Galaxy S8 is truly a meaningful innovation that is the perfect unity of design, technology and experience, that organically fits into our lives, aimed to compliment rather than complicate. By keeping their focus on “Oneness,” Samsung’s designers and engineers have created something that is more than just a piece of technology.


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