Break free from the familiar

Client Brief

Samsung wanted to challenge the long-standing perceptions held by many iPhone users in Saudi where the objective was to break the stereotypes and misconceptions often associated with Samsung devices some rooted in outdated beliefs, others completely fictional especially with the launch of the new Galaxy Z Series.

The goal was to drive real consideration and switching by proving Samsung’s innovation and capabilities in a way that felt tangible, credible, and culturally relevant rather than simply claimed in traditional advertising.

Campaign Concept

We brought this vision to life through “Break Free From the Familiar إطلع من ماضيك” a disruptive social experiment designed to challenge what people thought they knew about Samsung by partnering with prank influencer Dego, we created a content series of six episodes, each spotlighting a key Galaxy Z Series feature through comedic, real-life challenges with the public most of them iPhone users and participants were placed in complex tasks difficult to execute on their own devices, before being invited to try them using Samsung’s foldable capabilities, multitasking power, and Flex Mode.

The contrast was immediate and the reactions ranged from disbelief to excitement, captured through candid interviews and humorous moments that felt genuine and highly shareable.

By turning features into lived experiences, Samsung didn’t just claim superiority it made people feel why it was time to break free from the familiar.

Credit

Ramzi Ibrahim - Executive Creative Director FP7McCann

Zyad Farghal - Senior Art Director FP7McCann

Patrick Sawaya - Art Director FP7McCann

Melki Ramzi - Multimedia Designer FP7McCann

Yaqoub Hammad - Copywritter FP7McCann