Samsung creates meaning in the memetime
Punchy and ridiculous, AWESOME is for Everyone is a cultural minimedia pastiche aimed at an audience’s 12-second attention span.
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Credits
powered by
- Agency Wieden + Kennedy/Amsterdam
- Production Company Riff Raff
- Director Ryan Staake
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Credits
powered by
- Agency Wieden + Kennedy/Amsterdam
- Production Company Riff Raff
- Director Ryan Staake
- Editor Rock Paper Scissors
- Audio Post Wave Recording Studios
- Music Sixty Four Music
- Post Production MPC/Amsterdam
- Executive Creative Director Eric Quennoy
- Executive Creative Director Mark Bernath
- Creative Director Caleb Al-Jorani
- Creative Director Bern Hunter
- Art Director Anyaa Dev
- Copywriter Chris Taylor
- DP Kristian Zuniga
- Producer Tom Knight
- Executive Producer Natalie Arnett
- Sound Designer Randall MacDonald
- Colorist Duncan Russell
Credits
powered by
- Agency Wieden + Kennedy/Amsterdam
- Production Company Riff Raff
- Director Ryan Staake
- Editor Rock Paper Scissors
- Audio Post Wave Recording Studios
- Music Sixty Four Music
- Post Production MPC/Amsterdam
- Executive Creative Director Eric Quennoy
- Executive Creative Director Mark Bernath
- Creative Director Caleb Al-Jorani
- Creative Director Bern Hunter
- Art Director Anyaa Dev
- Copywriter Chris Taylor
- DP Kristian Zuniga
- Producer Tom Knight
- Executive Producer Natalie Arnett
- Sound Designer Randall MacDonald
- Colorist Duncan Russell
Embracing the weird, random, and bizarre, Samsung’s new ad, AWESOME is for Everyone, places the eyeballs on young creators and sensibilities.
Full of meme-moments and a joke-a-second instant gratification, AWESOME is for Everyone is fun and irreverent. Featuring microcontent creators Madrona Redhawk, Yvng Homie, and DJ Rangster, agency Wieden + Kennedy has tapped into the topical creative forces that the youth are paying attention to (at least for the next 12 seconds).
Full of humor, director Ryan Staake has created a piece that is full of clever movie-craft and a cultural pastiche of Gen-Z and Millennial attitudes. The ad doesn’t take itself too seriously, repeating features over a metafictional narrative. The deconstructionist campaign is bright, entertaining, and unexpected.
