Samsung x Arabs Got Talent

  • THE BRIEF

    Samsung is one of the key sponsors of the Arabs Got Talent season. With this campaign, we wanted to maximize brand exposure through product integration by highlight this sponsorship in a fun, playful and memorable way.

  • THE IDEA

    We came up with the communication line “Talent Unfolded" highlighting the partnership between Samsung and Arabs Got Talent by showing the parallelism between Samsung’s folding devices and the discovery of new talent on the show. It reflects both brands' commitment to innovation and discovering potential, whether through Samsung’s latest technology or the emerging talent on the show.
     

  • THE VISUAL IDENTITY (Part 1)

    We aligned a couple of Samsung Flip phones to form a golden star; the emblem of Arabs Got Talent, to showcase how both Samsung and AGT merge together in an elegant and minimalist way.

    Talent Unfolded | اﻛـﺘﺸـﻒ اﻟـﻤﻮاﻫﺐ

THE VISUAL IDENTITY: (Part 2)

The key visual features 4 phones unfolding step by step, almost mirroring the process of discovering a new star, drawing a parallel of the progression of the competition, from auditions to the finale. We chose 4 phones as a nudge to the 4 judges on the show and on the final one is the new merging star.

THE VISUAL IDENTITY: (Part 3)

The key visual features human-centric lifestyle photography, with models acting as Gen Z contestants literally flipped upside down narrating “Talent Unfolded.” This has a dual meaning, symbolizing both the reveal of their talents in the competition and the use of the Samsung’s Flip phone (FlexCam feature) in an interesting way.

The Star Makers:

Each judge received a gift box titled “The Star Makers” symbolizing their role in mentoring and shaping the contestants into future stars. Each box will contain 3 Samsung products with a personalized note, empowering them in creating the next generation of stars

Break Room ideas:

One of the most attractive aspects of the show is getting to know the contestants on a personal level and witnessing each of their journeys. Audiences forming connections with them and we want to leverage some of the very real and raw moments on the show, to bring our features to life with a human-first approach.