PAUL MEATES
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Packed Full of History

After years of incremental change, phone unboxings had become a little underwhelming. 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 advanced their devices had become, we went back to before Samsung was a tech titan - when they were a grocery store trading noodles, dried fish and other Korean goods. 

 
 

unbox the past. demo the future.

We embraced Samsung’s extraordinary heritage to create an equally extraordinary unboxing.  Everything was written in Korean, forcing Aussie influencers to demo the phone’s cutting-edge AI to translate it.

 
 
 
 

INSIDE

 We served up the latest Samsung phone as fresh milk and the charging cord as instant Korean noodles. And we included a catalogue detailing Samsung’s unique history, all of which encouraged trial of the translation features.