The Launch of the Samsung Galaxy-Z Flip, Singapore
In 2020, Samsung launched a revolutionary foldable phone. Unlike its predecessor, the Samsung Galaxy Fold, the Galaxy Z Flip is sleeker and more compact, and definitely quite the fashion statement.
For this reason, another key part of the campaign was to include a fashion-based partnership that would appeal to local audiences. The US market had by then released a Thom Browne collaboration edition, cementing the Galaxy Z Flip’s position as a fashion-forward product.
Hence, we collaborated with a highly-celebrated local bag designer, Ling Wu. The campaign embraces the daring spirit of the world's first foldable glass-screen phone and designed to appeal to the quirky Gen-Z.
After months of developing the design direction with Ling Wu, from material to color to the way it folds which is the essence of the Z-flip, the bag was ready to be coveted by fashionistas and those who love limited edition collectibles. Here's a snippet behind the making of Ling Wu's this vibrant, crafted leather pouch.
Agency: Cheil Singapore
Creative Directors: Herbert Pradjaja, Adrian Sim
Associate Creative Director: Kwan Srisukri
Senior Copywriter: Emma Loh
Senior Copywriter: Emma Loh
Photographer: Zantz Han
Director: Owen Lim, Abundant Productions
