Samsung, DDB Egypt feature Man City's Marmoush, rapper Wegz in latest campaign
Manchester City's Egyptian footballer Omar Marmoush and top-charting rapper and trap artist Wegz add a touch of 'smart' stardom to the Samsung campaign, proving that being smart goes beyond one definition, whether on stage, on the pitch or in life.
The campaign, which is now live across digital and social platforms, was brought to life by DDB Egypt, in partnership with production agencies Good People and Ruffmercy, post-production agency Barbershop, as well as Snap Arts, The Garage Studios and the Wegz team.
At the heart of the campaign is an exclusive track by Wegz that emphasises how to stand out through the power of smart choices.
Footballer Marmoush and rapper Wegz are seen using the Samsung Galaxy Series A, showcasing how Samsung, Wegz, and Marmoush are smart in different ways but even smarter together thanks to the Series A's standout AI-powered tools.
'Our goal was to highlight the intelligence built into the Galaxy A Series through real, relatable talent,' said DDB Egypt's Associate Creative Director, Gihad Mansour.
'Marmoush and Wegz each bring their own form of intelligence, and the Galaxy A Series brings it all together,' Mansour added.
The campaign intended to redefine what it means to be 'smart,' showing that intelligence has many forms, including emotional, athletic, creative, technological and more. It aims to demonstrate that no matter what type of intelligence people have, Samsung's AI tools are here to support it.
'People are smart in different ways, hence every individual looks for tools that help them shine in their chosen path. Our goal was to show how Samsung brings all of that together,' Gihad added. 'That insight led to the campaign's Arabic tagline: 'Shoft el zaka2?' [Did you see the smartness?]'
From intelligent photo editing to smart suggestions and productivity features, the Galaxy A Series is highlighted as the phone for every kind of smart.
CREDITS:
Client: Samsung
Agency: DDB Egypt
Co-CEO & Partner: Basel El Deeb
Chief Communication Officer: Hazem El Saadani
Managing Director: Dalia Khairy
Business Director: Alia Ahmed
Account Manager: Enas Salamouny
Account Manager: Farida Heidar
Senior Account Executive: Malak Siag
Creative Director: Hosam Akil
Associate Creative Director: Gihad Mansour
Creative Copywriter: Mohamed Kassem
Senior Copywriter: Abdelrahman Youssry
Senior Graphic Designer: Amira Elkhouly
Head of Digital Creative: Nada El Marsafy
Senior Digital Copywriter: Salma Abdullah
Digital Copywriter: Youssef Abou Allam
Production agency: Good People
CEO: Khaled Zaki
Director: Maged Nassar
Executive Producer: Moataz Fahmy
Producer: Nour Abdellatif
Group Account Director: Iman Abu Sharkh
Line producer: Sarah Walid
Post producer : Hussein Aziz, Mohamed fayed
DOP: Carl Knight
Stylists: Sophie Finnigan and Jermaine Robinson
Art Director: Lisa westwell
Production agency: Ruffmercy
Artist : Russ
Executive Producer: Jamie Clark
Post-production: Barbershop
Edit: Amr rabea
Assistant Editor: Omar Shereen
MP: Osama Bendary
Supers Online: Diggers
Sound: The Garage Studios
CGI and VFX: Snap Arts
CGI: Muhammed Etman
VFX Supervisor: Basam Hussain
Snap MD: Samar Hegazy
VFX Team: Mohamed Nagy, Ahmed El-Gendy and Islam Mohamed
Assistant Post Producer: Marina Sayed
Music Production and Mixing: Hussein Gamal
Mastering: Mokhtar El Sayeh
Wegz Team
Asem Tag, Zein Abdelmeguid and Ahmed Rafaat.
Voiceover: Youssef Tohami
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