Every year, Samsung releases a number of products. But nothing gathers the same momentum as the launch of the their flagship smartphones. We wanted to boost awareness around the launch of the Galaxy S7 smartphone, and give the consumers an emotional reason to buy a phone we could not yet speak about.

To create something that sparks momentum and gathers the attention of the target audience we wanted to give them something more than the rumors they had already read. We took the phenomenon of unboxing videos but executed them BEFORE the launch. We asked six different characters to unbox the Galaxy S7 in secret, and then portray what they had seen, to the best of their abilities. We filmed the whole progression and posted it day by day on social media platforms as well as on a campaign site, leading up to the seventh day – the launch.