Join The Flip Side with Tommy Cash

Creative idea

Samsung was launching its Galaxy Flip 5 in the Baltics, aiming to capture the Gen Z audience, largely dominated by Apple. We needed to find a way to convince the audience to switch the teams and move to a bolder side – to the Flip Side. We partnered with viral hip-hop artist Tommy Cash. He switched teams and joined the Flip Side. To highlight the phone's larger cover screen, we created phone-shaped glasses and staged a Tour de France-inspired video stunt, supported by social media activities and an exclusive pop-up show for fans.

Brand name: Samsung Electronics Baltics
Advertiser / client: Samsung Electronics Baltics
Product / service: Samsung Galaxy Flip 5 smartphone
Campaign name: Join The Flip Side with Tommy Cash
Agency network: INDEPENDENT AGENCY
Agency: MAGIC, Riga
Agency chief executive officer: Andris Rubins
Creative director: Andris Rubins, Edgars Kuzmins
Art director: Dace Izabella Grundšteina
Copywriter: Monta Kalneta
Designer: Māris Gagainis - Kagainis
Account director (agency): Elizabete Puntule, Arita Barvika
Client account director: Marija Zara
Strategic planner / strategist: Rihards Ginters
Post production: Franks Pirogs, Daniels Vuškāns, Guntars Šmits
Additional company: Creative; Tommy Cash, Monta Kalneta, Niklāvs Vētra Account Manager: Zane Ose Production: Studio PLAY