Singapore, Feb 13th, 2025: BBH Singapore has created the global launch campaign for the Samsung S25 Series, with a focus on positioning Galaxy AI as an indispensable tool that is fundamental to people’s daily lives.

The work, which will roll out globally over the coming weeks, is BBH Singapore’s second global campaign as key agency for Samsung's flagship phone, following the astounding success of Galaxy AI's launch in 2024.

BBH created an integrated campaign built for social engagement, developing a vast ecosystem of content centred around S25 Ultra's new features and AI capabilities. The approach consists of a social campaign that brings the phone's groundbreaking AI technology to life, alongside a hero product film launched during Galaxy Unpacked and six commercials focused on highlighting the new features.

BBH created a Cinematic Universe of characters, appearing across channels and platforms in various everyday situations where Samsung Galaxy can help them to make the most out of every moment. For example, finding the perfect pet-friendly restaurant and sharing it instantly. The creative also uses smart mnemonics as a deliberate way to strengthen recognition across the campaign, which will run across multiple channels including Social, Digital, TV and Cinema.

"We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI," said Sascha Kuntze, Chief Creative Officer. "Through an audience centric campaign built around genuine everyday insights, we've shown how Galaxy AI naturally fits into people's lives - not just as innovative tech, but as a companion.”

Sung Chang, EVP at Samsung Electronics, said: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”

Introducing Galaxy S25 Ultra

Galaxy AI | Now Brief

Seamless actions across apps

CREDITS 
Client: Samsung ElectronicsAgency: BBH Singapore Chief Creative Officer: Sascha KuntzeCreative Director: Charlene Chua, Gustavo Bonzanini, Michael Chin, Chin Wei HaoAssociate Head of Art: Sid LimAssociate Creative Director: Robert Nelk, Mark PeetersSenior Art Director: Grace Wong, Koon Hoong MukSenior Copywriter: Ishan VenkatArt Director: Sixin Wu, Eunice TanCopywriter: Enkania Lee, Gwendolyn LeeJunior Art Director: Jia Min Tan, Jonathan ChenContent Creator: Gerard Koh Managing Director: Sid TuliHead of Growth: Siying Goh
Business Director: Gabrielle Munro, Abbas Zafar, Jasmine Portman
Project Director: Sheryl Chua
Senior Account Director: Claire WongAccount Director: Valerie HoAssociate Account Director: Sabrina AngAccount Manager: Angel Fadila
Senior Account Executive: Stephanie TohAccount Executive: Pei Xuan Soh, Rowena Ng, Claudia Tan Head of Production: Wendi ChongExecutive Producer: Derri NgProducer: Cheryl Tiah Chief Strategy Officer: Chris ChalkHead of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia OngStrategist: Meili YeoJunior Strategist: Gershayne PhuaSocial Specialist: Kristal Lee, Su Tien Chow 
Production
Feature Films
ProdCo.Habitant Mexico
The Assembly RoomsPang Wei FongBlack KiteThe Mill SeoulString and Tins 
Teaser
ProdCo.
Habitant Mexico
Tammy Quah
The Mill Seoul
String and Tins 
Intro Film
Stink Films
Sauvage TV
Tammy Quah
Habitant Mexico
Room 121
String and Tins
ABOUT BBH SINGAPORE

Bartle Bogle Hegarty (BBH) is one of the world’s most renowned advertising agencies, founded in 1982 by John Bartle, Nigel Bogle, and John Hegarty. BBH Singapore was established 27 years ago and has since evolved into a global creative powerhouse for brands with bold ambitions. Driven by a maker spirit and wired for a world where trends emerge from all corners, BBH Singapore helps brands resonate with an ad-averse generation by fuelling fandoms and sparking cultural moments.

BBH Singapore has earned significant accolades, including being named a top 5 global Creative Agency by Campaign in 2021 and Ad Age's International Agency of the Year in 2018. In 2024, Campaign Southeast Asia honoured BBH Singapore with Creative Agency of the Year, Campaign of the Year, and Brand Experience Agency of the Year awards. The agency also secured the 2024 Agency of the Year title at the Effies Singapore and ranked in the top three at Kantar’s Global Effectiveness Awards.

BBH is part of Publicis Groupe.