Unfold the ULTRA

BRIEF

Late spring 2025, Samsung was preparing their biggest moment of the year: the double launch of their new foldables line-up, Galaxy Z Flip7 and Galaxy Z Fold7.

The smartphone launches had become dull, following similar corporate scenarios, with look alike devices and blurred features – so, how do you stand out with yet another launch? Second, how do you launch two distinct devices, with completely different targets, while maintaining brand cohesion and ensuring they don’t compete for attention, don’t pollute the agenda, but rather break through and stand out on their own?

We knew one size - and one phone - fits all wouldn’t do the deal. We needed to meet each audience on their term, in their spaces and speak their language.

SOLUTION

Built around the strategic belief that “Real Time is the New Right Time,” the launch of the new Galaxy devices moved beyond traditional product promotion to become part of consumers’ lives, passions, and conversations. Under the creative platform “Unfolding the ULTRA,” Samsung embedded the devices into two of the most relevant cultural and professional environments in Romania: Beach, Please!, Europe’s largest Gen Z festival, and Brand Minds, the leading business summit in Central and Eastern Europe. At Beach, Please!, the phones became the centerpiece of unforgettable real-time experiences—from their dramatic arrival by helicopter on the day of Galaxy Unpacked to a main-stage reveal by Deliric, Romania’s largest live selfie with INNA and over 120,000 participants, hands-on festival interactions, and creator-led storytelling. At Brand Minds, the focus shifted from entertainment to productivity and personal growth, with the Galaxy Z Fold7’s AI capabilities demonstrated live by capturing and summarizing keynote insights for attendees, while the innovative “Unfold Your Mind” AI Business Personality Test helped leaders discover their professional profiles and connect with like-minded peers. By turning product features into meaningful cultural moments and practical solutions, the campaign transformed the phones from devices into indispensable companions for self-expression, connection, creativity, and achievement.