We were tasked to launch the brand new Galaxy A series - building on the success of the unhinged and infectious “Awesome Campaign”. Samsung believes that everyone deserves Awesome tech. For the new generation of smartphone owners, a phone is not just something they use to keep in touch with their friends but actually the center of their world - used for self expression, studying and side-hustles in equal measure. What we discovered is this isn’t necessarily something their parents, key gatekeepers and decision makers in their purchases, appreciate. So we wanted to shine a light on this dynamic and celebrate the awesome things young people do with tech—proving that awesome tech isn’t something that’s nice to have… it’s essential.