Global – The technology giant’s global campaign, Awesome is for Everyone, was created to promote its new A Series phone.
Created by Wieden & Kennedy, the 48-second video highlights the device’s impressive screen, camera and battery life, and features cameos from content-creators including Madrona Redhawk, Yvng Homie and DJ Rangster. To promote the A Series phone to a wider and younger audience, and to ensure 'no Gen Z eyeball is spared', Awesome is for Everyone will be bolstered by 300 social assets that will be used across a variety of social platforms, featuring meme-like content, trippy visuals and layered filters.
Tapping into the creative spirit of Generation Z, the series aims to encourage people who enjoy watching influencers to participate in creating videos of their own, reiterating the strapline 'Awesome screen, awesome camera, long-lasting battery life' across the colourful campaign.
As we explore in our microtrend on Everyteen TV, young people are increasingly creating hyper-real forms of entertainment in a fight back against highly curated media.