We needed to launch the Samsung Galaxy A Series to Gen Z in a culturally relevant way. With zoomers becoming increasingly desensitized to inauthentic sponsored posts by influencers, we decided to poke fun at the whole idea of #SponsoredPosts — with the Galaxy A Series at the heart of everything, of course.

To do this, we teamed up with Aunty Donna and four popular influencers to create a music video that teaches influencers how to create a sponsored post… in a not-so-subtle way.

In support of the TVC, we created short-form content for Instagram, Facebook, YouTube, Snapchat and TikTok (from this campaign, Samsung was the first brand to leverage TikTok in Australia).