Samsung: The smart phone line
Colenso BBDO
What were the objectives for the creative work?
Since the inaugural iPhone release in 2007, Apple has enjoyed dominance of the NZ premium smartphone market, with the build up and hype that accompanies each new release having become something of a global modern day ritual: from the initial rumours and 'leaked' images to the press; to the mob of frenzied fans camping out in front of Apple stores vying to snap up the first shipment.
The iPhone was New Zealand's premium smart phone. Everybody seemed to have one.
And it's not just the...