Feel more. Move more. with Samsung

The creative marketing agency Iris and Samsung announce the launch of a new wearables campaign to drive awareness around Galaxy Buds2 Pro and Watch5. This is Samsung’s first two-product campaign to promote the combined wellbeing benefits of its wearable technology.

Iris conducted research that revealed a large tribe who want exercise to be more about emotion than data. They want fun, not just numbers and targets. To bring this to life, Iris created two 20” films, one for each Samsung product, that act as a counterpoint to ‘alpha wellbeing’: the exercise culture of relentlessly chasing streaks and breaking personal bests. This campaign celebrates a more idiosyncratic approach to wellbeing where the characters are exercising in a less conventional but more personal way.

These energetic films show a broad range of people using Galaxy Watch5 and Buds2 Pro to add fun to their exercise or create some peaceful mindspace.

They will run across TV, VOD, YouTube and other social channels in the UK and ROI. Media planning and buying was executed by Starcom.

Richard Hayter, Group Creative Director at Iris, said: “Advertising for wearable tech is so predictable. Running along a mountain trail to grab another personal best. Smashing out watts on a black bike dressed head-to-toe black lycra. Tennis? Faster. Swim? Further. Even surfing hasn’t escaped the iron grip of numbers, numbers, numbers. It doesn’t relate to the wider population and makes sport feel even more elitist. We wanted to show that whatever you do to improve your wellbeing, Galaxy Watch5 and Buds2 Pro could help you add a little fun”

Annika Bizon, Marketing and Omnichannel Director at Samsung Electronics UK, said: “Samsung aims to create technology that has a beneficial influence on the lives of its users. These are products that, when used together, can help you exercise better and improve your wellbeing. We’re delighted with the campaign and are looking forward to seeing it out in the world.”