Made in Korea
We embraced the confusion that surrounded the launch of the Galaxy Fold, and added to it in a way that only Samsung could: A global campaign written in a language 99% of the world doesn’t understand.
Case Study
It all started with a cryptic film written in Korean. Translation: The Future Unfolds
At the same time, out of home appeared in Paris and in other major cities around the world.
London
Times Square
Madrid
Milan
New York
The media coverage and online buzz led to a record number of people tuning in to see if the Galaxy Fold would be revealed at Unpacked 2019.
