After years of little change to devices, unboxings had become dull. But AI provided a huge leap forward and the new Samsung Galaxy S24 Ultra was packed full of it. To show Aussies how far the latest device had come, we went back to before Samsung were a tech titan, when they traded noodles, dried fish and other goods.
We served up the latest Samsung products as Korean produce. With everything written in Korean, we watched as Australia’s most influential unboxers used the phone’s cutting-edge AI to translate it.
Inside, a two-colour catalogue hawked our history and welcomed influencers to the brand. Elements from Samsung’s original logo were reimagined, and the original wheat and stripes (symbolising rice fields) found a new home on a reusable shopping bag. While the three stars – the literal meaning of Samsung in Korean – appeared throughout the design as a Manhwa(만화)-inspired glint in the eye, or a gleam on a tooth.
A personalised receipt listed the pack’s contents, and everything was written in Korean to encourage the influencers to test out their new Galaxy S24 Ultra’s built-in translation feature.
Samsung leant into their Korean identity in Australia for the first time, and instead of trying to fit in, they stood out.