PAUL MEATES
noodles_cover.jpg

Packed Full of History

After years of incremental change, phone unboxings had become a little underwhelming. But AI provided a huge leap forward. And the Samsung Galaxy S24 was packed full of it - including a series of AI translation features. To show Aussies how far the latest device had come, we went all the way back to before Samsung was a tech titan - when they were a grocery store trading noodles, dried fish and other Korean goods. 

 
 

unboxing samsung’s past to demo their future

We embraced their extraordinary heritage to create an equally extraordinary unboxing.  Everything was written in Korean.  And we encouraged Aussie influencers to show off the phone’s cutting-edge AI to translate it.

 
 
 
 

INSIDE

Inside, a catalogue hawked Samsung’s history.  We served up the latest phone as fresh milk. The charging cord as instant noodles. And a Smart Tag locator hidden in canned mackerel.