The Challenge:

Create an ownable campaign to launch the Galaxy Z Flip4 phone that inspires Gen Z to harness their creativity with the power of Samsung.

The Idea:

To get young Canadians creating with Samsung, we launched "Flex Your Design," an online contest that invited young creators to design a case for the Samsung Galaxy Z Flip4. To inspire their work, we collaborated with artists Pony, Mega McGrath and Ben Johnston. We followed their process in making their own cases to create inspiring content spread across social platforms.

The Activation: 

To engage participants even further, we created the Samsung Galaxy Studio, activating at the Mural Festival in Montreal. Inside, participants could create a design for the contest using Samsung devices and tech with three interactive experiences:

- The Artist Studio invited participants to create their case designs on Samsung devices before printing a poster version for a fun takeaway.

- The Photo Studio allowed participants to immortalize a picture of themselves with their masterpiece using Samsung FlexCam mode.

- The Digital Graffiti wall let participants make their mark on a 40-foot long LED screen using the Samsung Galaxy Z Flip4 as an interactive spray can.