Sabrina Carpenter fronts Samsung campaign via We Are Social Australia
American actress and singer Sabrina Carpenter has fronted a new global social campaign for Samsung, created by We Are Social Australia.
As part of the campaign, Carpenter gifted three pairs of super-fans with original songs about their friendships, as well as a Samsung Galaxy gift.
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The post sees best friends Lee and Sofia reunite for the first time in two years. Living 645 kilometres apart in Sweden, Lee and Sofia find comfort in one another’s company over hours spent dining together on video calls, phones propped up and balancing against household objects.
We Are Social Australia executive creative director Edu Pou said: “We found a creative partner in Sabrina, she’s eager to celebrate the lives of her fans and share the spirit of gifting between friends. These are real stories, turned into incredibly rich songs with an artist’s genuine creative team, brought to life with industry-best creatives and gifted back to the fans, who’ve generously shared their authentic, emotional responses with us.”
Carpenter commented: “My fans have been so supportive of me for so long. Being able to deliver gifts to them through music was a dream and partnering with Samsung allowed me to give the best holiday gift of all-time. The songwriting process was also very fun because I’m usually pulling from my own life. It was amazing to be given the chance to tell someone else’s story.”
The campaign is on both Carpenter’s and Samsung’s owned social channels, with paid media behind the campaign.
Carpenter has also joined Samsung’s influencer program #TeamGalaxy.
Credits:
CLIENT: SAMSUNG ELECTRONICS
Digital Marketing Group: David Moon, Lea Kim and Jenny Junghee Yoo
AGENCY: WE ARE SOCIAL AUSTRALIA
Executive Creative Director: Edu Pou
Creative Partner: Bob Mackintosh
Copywriter: Nicholas Carolan
Art Director: Dean Mathers
Executive Producer: Thea Carone
Strategist: Jarryd Patel
Client Services Director: Kelly Spence
Senior Account Director: Hilary Jacobs and Nathan Higgins
Senior Account Manager: Polina Patroucheva
PRODUCTION: THE DIRECTORS BUREAU
Director: Gia Coppola
Edit and post: Arc Edit
Sound design: Song Zu
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