Samsung - Galaxy Z Flip6

With Atarashii Gakko!, we showed Japanese Gen-Z how Galaxy AI allows them to connect in new ways! 

Samsung's latest foldable device, the Galaxy Z Flip6, brings something truly groundbreaking: it’s equipped with Samsung's powerful Galaxy AI software.

With the launch of the Galaxy Z Flip6, we aimed to showcase how Galaxy AI could take the foldable experience to the next level in Japan.

We knew exactly who we needed to reach: Japan's Generation Z. This generation is experiencing unprecedented changes, with Japan welcoming more global visitors than ever before. Gen Zers are at the forefront of this global wave, right in their own backyard. We saw a significant role for Galaxy AI in helping Japan's Gen Z feel more connected to the world.

For this campaign, W+K Tokyo once again partnered with Atarashii Gakko!, the global stars of our previous Galaxy Z Flip5 campaign. Atarashii Gakko!, with their unparalleled rise in Japan, were the perfect fit to represent a foldable device that promises a unique smartphone experience.

Through this campaign, we harnessed their tireless energy to demonstrate how Galaxy AI can create new opportunities for connection, both at work and at play.

We produced two sets of films: one featuring Atarashii Gakko! themselves and another showcasing stories from their fans. These films aim to resonate deeply with Gen Z, illustrating how the combination of foldable devices and Galaxy AI can enhance their everyday lives in Japan.