Samsung reimagines the night with Vivid Sydney 2018 in new campaign via Leo Burnett Sydney

Samsung Electronics Australia brought the power of its flagship smartphone to life through a dazzling experience at Vivid Sydney 2018 with 133,489 guests visiting the activation during the 23-day festival. The Night. Reimagined showcased key features of the Galaxy S9 and S9+ smartphones through a series of interactions that could be personalised, captured, and instantly shared via social media.

During Vivid, Samsung filmed a 15 and 30 second TVC to share The Night. Reimagined experience with people across the country. Core frames of the creative were shot independently on the Galaxy S9+ to demonstrate the power of the smartphone and its low-light camera capabilities. Leo Burnett Sydney produced the content on behalf of Samsung, which is running nationally across TV and online until July 4, 2018.

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Says Danielle Palmer, marketing director for IT and mobile, Samsung Electronics Australia: “Nothing like this has ever been undertaken by Samsung in Australia and we believe ‘The Night. Reimagined’ is a wonderful example of how we can collaborate with partners to bring the brand to life by placing our technology at the centre of an experience.

“Enabling Aussies to do things they never thought possible is something we’re passionate about. Creating a fun, authentic and memorable technology experience with Vivid Sydney and the Sydney Opera House has been incredible, and we’re excited to see where it could go next.”

Says Grant McAloon, executive creative director, Leo Burnett Sydney: “Samsung’s Do What You Can’t ethos is always rewarding to engage with. Leo’s is constantly pushing boundaries, seeking to do what can’t be done, and taking activations to new levels, as we have with The Night. Reimagined. This is another great example of how a brave client with a strong mission, can help you do the exceptional and audacious.”

Says Antony Gowthorp, managing director, Imagination: “This is one of the most remarkable projects we have ever been involved with. The ambition of The Night. Reimagined has resulted in an incredibly unique and immersive experience. Having visitors interact with technology on such an epic scale is something we’ve been so excited to see and proud to be part of.”

Visitors to The Night. Reimagined. explored the epic two-storey, 9-shaped labyrinth constructed on the Sydney Opera House Forecourt. During their visit, guests could choose to sample key Galaxy S9 and S9+ features including super slow-mo video, low-light photography, and have their very own personalised AR Emoji captured on-site and projected for 13 seconds onto Luna Park’s iconic face.

Upon entering The Night. Reimagined., guests were surrounded by 2km of dynamic LED strip lighting as they made their way through the spiraling aperture structure to three incredible zones designed around the Galaxy S9 and S9+ features:

• AR Emoji zone: Using the Galaxy S9, guests received a once-in-a-life-time opportunity to turn their selfie into a personalised AR Emoji that was then transferred 1.1km across the Sydney Harbour to be projected onto the face of Luna Park. Only nine times in Luna Park’s 83-year history has its iconic face been changed and The Night. Reimagined. marks the first time it will be done with digital emoji.

• Super Slow-mo zone: While every part of The Night. Reimagined. offered a unique Instagram-worthy moment, the Super Slow-mo zone features chrome-plated balls bursting into the air. This took place in front of a mirror, so guests could capture mesmerising and instantly sharable slow-motion video selfies on the Galaxy S9.

• Low Light Balcony – Standing 4.5 metres above the Sydney Opera House Forecourt, visitors had the opportunity to capture amazing low light photographs using the Samsung Galaxy S9 with unrivalled views of the Sydney Harbour and the Sydney Opera House.Once attendees had moved through the camera zones and seen their AR Emojis projected onto Luna Park, they also received a souvenir pack via text or email with images and selfies from the experience, including a photo of their very own AR Emoji emblazoned across Luna Park’s entrance.

Client: Samsung Electronics Australia

PR: Edelman