We Are Social Australia produces star-studded global campaign for Samsung

The Australian arm of We Are Social has created a global digital campaign for Samsung that stars actress Millie Bobby Brown, DJ Steve Aoki, gamer Ninja and Instagram personality and musician Miquela.

Together the group of personalities have been dubbed #TeamGalaxy, due to their representation of Samsung’s ‘Do What You Can’t’ positioning.

Stranger things actress Millie Bobby Brown is the youngest-ever UNICEF Goodwill Ambassador. A statement provided from Brown said: “Samsung allows me to stay connected every day with my Galaxy S10. I want to encourage people to apply the technology that is readily at their fingertips to spread positivity with others and to encourage gestures of kindness.”

Miquela is a digital art character which originated as an Instagram profile. A statement from Miquela said: “I am the product of technology myself, so I can relate to Samsung in a way that’s a LOT more literal than most people. Whether it’s sharing my thoughts on the issues I care about or just riffing on style, it’s all done through my Galaxy S10 – which I’ve named Samuel Phonington III.”

Ninja is a world famous gamer, known for his live streams of the game Fortnite. In a statement he said that the Samsung Galaxy smartphones were the best for mobile gaming.

“The Galaxy smartphones are hands down the best for gaming, no contest. I’m super pumped to be part of Team Galaxy since I get to see first-hand how mobile gaming keeps getting better and better,” he said.

Two time Grammy nominated producer, Steve Aoki – known for his cake throwing at gigs – said: “Technology plays such a major role in every facet of my life, from music to fashion to philanthropy. I’m happy to be part of a team that believes that technology can help you do more than you ever thought you could.”

We Are Social Australia was engaged by Samsung for the campaign in November 2018 as an extension of We Are Social Singapore’s relationship with the brand as its social agency of record.

The campaign films were shot in Los Angeles by Brooklyn-based directorial duo Brthr.


Client: Samsung Electronics
Digital Marketing Group: David Moon, Minah Lee, Alice Park and Sooyeon Shim

Creative Agency: We Are Social Australia
Executive Creative Director: Phil Shearer
Creative Director: Pete Galmes
Editorial Director: Suz Tucker
Design Director: Phil Vincent
Managing Director: Suzie Shaw
Group Account Director: Kelly Spence
Senior Account Manager: Alex Campbell
Account Manager: Monika Lee
Executive Producer: Abby Hunt and Bill Doig
Producer: Felicia Asplet

Production Company: Serial
Director: BRTHR
Photography: Daniela Federici
Executive Producer: Sara Greco
Post production: The Editors
Sound mix: Otis Studios
Music Supervision: Anton at Trailer Media


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