{"id":21985,"date":"2025-07-25T05:02:08","date_gmt":"2025-07-25T05:02:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/21985\/"},"modified":"2025-07-25T05:02:08","modified_gmt":"2025-07-25T05:02:08","slug":"tribal-aotearoa-takes-aim-at-gen-zs-individuality-in-witty-campaign-for-samsungs-z-7-foldables-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/21985\/","title":{"rendered":"Tribal Aotearoa takes aim at Gen Z\u2019s individuality in witty campaign for Samsung\u2019s Z 7 foldables \u2013 Campaign Brief"},"content":{"rendered":"<p>\t\t\t    July 25 2025, 12:26 pm | BY Ricki Green | <a href=\"#comments\">No Comments<\/a><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>\t\t\t\t\t    \tTribal Aotearoa has partnered with Samsung to launch the latest Z 7 foldables series in the New Zealand market. Working with FINCH, the team has created a bold and witty new platform that flips the script on Gen Z\u2019s perceived individuality.<\/p>\n<p>\u00a0<\/p>\n<p>The campaign, directed by Stephen Carroll, asks the question \u2013 why have the same phone as everyone else?<\/p>\n<p>Born from a core insight that Gen Z sees themselves as fiercely individualistic, from the clothes they wear to the music they listen to, the campaign exposes a blind spot: their phones. While this generation resists conformity, the vast majority of them are using the same device that provides the same bland, generic experience they strongly oppose. Tribal and Samsung invite them to question the default and consider a more expressive, liberated alternative.<\/p>\n<p>\u201cWe wanted to create a unique piece of work here in New Zealand that speaks directly to our audience,\u201d says Anne Vacek, Samsung NZ\u2019s Head of Marketing Communications. \u201cIt\u2019s about building a long-term emotional connection in a way that feels authentic to them.\u201d<\/p>\n<p>Leaning into a cleverly confrontational and visually distinctive style, the campaign positions Samsung as the brand for those willing to stand out and \u2018flip\u2019 their perspective. It acknowledges the real anxiety around switching, but reframes it as something exciting and celebratory. The message is clear: Samsung foldables are something different, for a generation that likes to be different.<\/p>\n<p>\u201cThe real bravery in this campaign is that it doesn\u2019t tell the audience what to think \u2013 it starts the story, and lets you finish it.\u201d says Haydn Kerr, Executive Creative Director at Tribal. \u201cIt allows the audience to arrive at their own conclusions, which is the only way to get customers to rethink their phone choice.\u201d<\/p>\n<p>Non-Samsung users will be targeted with videos that make it feel like the film\u2019s hero is holding their hand, driving home the message that they\u2019re not alone in choosing the same phone as everyone else.<\/p>\n<p>This campaign celebrates Samsung\u2019s flagship launch of the new Galaxy Z Flip7 (and Galaxy Z Fold7, Galaxy Z Flip7 FE) in New Zealand.<\/p>\n<\/p>\n<p><\/p>\n<p><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>Client:<br \/>Shannon Watts \u2013 Group Marketing Director<br \/>Anne Vacek \u2013 Head of Marketing Communications<br \/>Ariana Tugaga \u2013 Marketing Communications Manager<\/p>\n<p>Agency: Tribal Aotearoa<\/p>\n<p>Production Company: FINCH<br \/>Executive Producer: Rebekah \u2018Bex\u2019 Kelly<br \/>Managing Director: Corey Esse<br \/>Producer: Nikki Walker<br \/>Director: Stephen Carroll<br \/>DOP: Marty Williams<br \/>Production Designer: Joseph Leary<br \/>Post Production Company: Atticus<br \/>Colourist: Matic Prusnik<br \/>Casting agent: Catch Casting<br \/>Editor: Adam Page<br \/>Lead VFX artist: Stu Bedford<br \/>Soundtrack\/composer\/Music: Mahuia Brigman-Cooper<br \/>Sound Company: Franklin Road<\/p>\n<p>Media Agency: Spark Foundry<\/p>\n","protected":false},"excerpt":{"rendered":"July 25 2025, 12:26 pm | BY Ricki Green | No Comments Tribal Aotearoa has partnered with Samsung&hellip;\n","protected":false},"author":2,"featured_media":21986,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[2306,86,56,54,55],"class_list":["post-21985","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mobile","tag-mobile","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/21985","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=21985"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/21985\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/21986"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=21985"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=21985"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=21985"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}