Cannes Lions

Turn The Bezel

R/GA, New York / SAMSUNG / 2016

Presentation Image
Demo Film
Presentation Image

Overview

Entries

Credits

Overview

Description

‘Turn The Bezel’ is a viral music video created to promote Samsung’s Gear S2 smartwatch. It features kaleidoscope-inspired choreography set to Cash Cash’s hit ‘Kiss the Sky’.

Execution

The video opens with a circle of 28 performers in white, joined by 300 performers including dancers, drummers, musicians, vocalists and fitness enthusiasts. Each turn of the bezel on the huge watch brings an app to life with synchronized choreography.

Outcome

The colorfully art directed video reached 24 millions views in just under 3 weeks.

It became the 3rd most shared online video of 2015 (source: Adweek Dec 15, 2015)

Combined views totaling: 44.9 million.

Similar Campaigns

12 items

Meowbook

LEO BURNETT UKRAINE, Kiev

Meowbook

2022, LENOVO

(opens in a new tab)