#22EpicNights

Creative idea

Despite being portrayed by local media as the uninvolved worry-free 'Generation Zen', Romanian Gen Z have plenty of things that keep them up at night from depression to climate change anxiety. For the launch of the new Galaxy S22 Series which came with an epic Nightography feature for low-light filming, Samsung created #22EpicNights. The first music album signed by local Gen Z artists voicing the struggles that keep Romanian Gen Z up at night. 22 original songs and 22 music videos shot entirely on a Galaxy S22 Ultra, at night, to offer Gen Z a stage to express their feelings.

Brand name: Samsung
Advertiser / client: Samsung Electronics Romania
Product / service: Smartphones
Campaign name: #22EpicNights
Agency network: Cheil Worldwide
Agency: Cheil Centrade, Bucharest
Media agency: Starcom Romania
Digital agency: Cheil Centrade, Bucharest
Production company: DeMoga Music
Web address: https://www.samsung.com/ro/allout/22epicnights/
Executive creative director: Mihai Gongu
Creative director: Raisa Soare Sendroiu
Art director: Raul Ciceu, Dragos Boțcău, Ana Constantin, Răzvan Mitoiu
Copywriter: Raisa Soare Sendroiu, Iarina Comănescu, Corneliu Radu
Designer: Ana Constantin, Răzvan Mitoiu
Account director (agency): Simona Costea, Camelia Cucu, Alina Iamandi
Client account director: Simona Panait, Corina Sandu, Oana Mîță, Ioana Mârzac Sigarteu
Strategic planner / strategist: Miruna Baias, Petruța Ciuică
Senior planner: Miruna Baias, Petruța Ciuică
Pr director: Monica Jitariuc
Illustrator: Dragos Boțcău
Film production: DeMoga Music
Director: Iulian Moga, Alex Guzu, Izabella Szanto, Marian Ene, Cătălin Muntean, Dragos Predescu, Eugen Floreac
Director of photography: Iulian Moga, Alex Guzu, Roberto Stan, Marian Ene, Dragos Predescu, Eugen Floreac
Music: Tedisaster, Gome, Wreckeds, Tomy Weissbuch, Daria Oprea, Bianca Dan, Junior High, Norya, XCarla Maria, Demzer, Diana Astrid, Acapella, Ana Stănciulescu, Evelina Negru,
Screenwriter: Iulian Moga, Alex Guzu, Izabella Szanto, Marian Ene, Cătălin Muntean, Dragos Predescu, Eugen Floreac
Agency producer: Monica Garbur
Post production: DeMoga Music
Post production producer: Andrei Enescu, Marian Ene
Digital production: Cheil Centrade, Bucharest
Digital strategist: Petruța Ciuică
Digital creative: Raul Ciceu, Dragos Boțcău, Ana Constantin, Răzvan Mitoiu, Raisa Soare Sendroiu, Iarina Comănescu, Corneliu Radu
Event production: DeMoga Music
Additional company: Editor: Andrei Cotârță