Packed Full of History

Category

Advertising

Client

Samsung

Year

2024

Director

Various

To launch the Galaxy S24 Ultra, we turned unboxing into a trip back to Samsung’s humble beginnings as a Korean grocery store. We sent influencers and tech reviewers Samsung’s latest tech disguised as Korean grocery items, with the entire experience written in Korean. To make sense of it, they had to put the Galaxy S24 Ultra’s new AI-powered translator to the test.

Samsung package design inspired by Korea - by Dane Van Veen and Kate Allan

Samsung phone packaging designed to look like Korean grocery store items - by Dane Van Veen and Kate Allan

Milk with octopus design on it being pulled out of a fridge - by Dane Van Veen and Kate Allan

Collage of influencers talking about the Samsung packaging designed to look like a Korean supermarket box - by Dane Van Veen and Kate Allan

Close up of barcode on package design which says "Samsung Super" - by Dane Van Veen and Kate Allan

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