Samsung Exynos - "The Marketplace"

BBH

BBH London, Reino Unido

Prêmios

16924

Marca: Samsung Exynos
País: Reino Unido

Anunciante: Samsung

Titulo	The Marketplace
Agência	BBH
Campanha	Playtime Is Over
Anunciante	Samsung
Marca	Samsung Exynos
Data da primeira Transmissão/Publicação	2022 / 1
Sector Empresarial	Eletrodomésticos e áudio-visual
História	In order to highlight the graphic quality of the Exynos processor, Samsung wanted to draw a parallel between two worlds: the world of old video games and the world of new video games with a more advanced graphic style.The Rabbit is inspired by the character of Alice in Wonderland and links two distinct worlds, the old video games (first market) and the most recent games (underground market).In the first world, we find distant references to Tetris or Pac-Man, especially in the pixelated fruits sold on the market. In the second one, we enter into more realistic and accomplished games, in which the anthropomorphic characters transport us into a virtual world. This parallel between the two worlds illustrates the strengths of Samsung’s Exynos 2200 mobile processor, which promises to deliver the same quality of gameplay on your phone as on a console.
Filosofia	BBH London creates an action-packed, CGI-rich 60-second film, launching today, for Samsung Electronics’ System LSI Business, heralding the new era of grown-up mobile gaming enabled by its Exynos 2200 ‘next generation’ mobile processor. Until now, high-quality immersive gaming experiences have been restricted to console-based game play. The Exynos 2200, however, will revolutionise the quality, speed, and sophistication of mobile games when the processor chip is built into next generation mobile phones launching this year. The 60-second film, ‘The Marketplace’ opens in a metaphorical mobile game market –– a visual metaphor for an online app store –– and follows a female character passing by an array of street vendors trying to sell her poor-quality, heavily-pixelated 8-bit computing-style fruits, and weapons. The hero is soon lured down an alleyway by a grizzled, Alice-in-Wonderland-inspired white rabbit to an underground black market populated by darker characters and vendors trading guns and weapons, all in full HD quality. The action ends with the line: ‘Playtime is over’. The agency’s brief was to drive anticipation and excitement among keen gamers ahead of the launch of the first phones containing the new mobile processor, which features a state-of-the art mobile graphics processing unit (GPU) developed by Samsung in partnership with AMD. The starting point was the idea that the new GPU would now make mobile gaming serious. This, in turn, inspired the ‘Playtime is over’ campaign theme and strapline. ‘The Marketplace’ was directed by film and top European commercials director (and gamer) Matthijs Van Heijningen, whose numerous past commercials credits include the acclaimed ‘Ostrich’ –for Samsung Electronics, ‘Vampire Party’ for Audi, and the multi award-winning spots ‘Bear’ and ‘Closet’ – both for Canal+. The production company was MJZ. The post-production house – and creator of the film’s lead CGI characters: White Rabbit and Lizard – was Paris-based digital effects specialist Mikros, with which Van Heijningen worked closely on The Forgotten Battle, one of the most expensive Dutch films ever produced, which he directed for Netflix and is a streaming hit. Live action was filmed on location in Kiev, with much done in-camera and significant time and effort invested in art department and wardrobe, with a high level of craft involved to maximise production quality – all costumes made, for example, were bespoke. Original music was composed by Goldstein Music. Sound effects were done by 750mph. The commercial breaks on January 18 and will run until the end of February. It will run across YouTube, Instagram, Twitch, Reddit and TikTok. The film will be supported by cross-platform executions inspired by the creative concept and sharing the ‘Playtime is over’ theme, executed by Cheil Pengtai.
Tipo de Mídia	Viral
Comprimento	60 seconds
Som	750mph
Production	MJZ
Global Chief Marketing Officer	Adam Arnold
Director executivo criativo	Helen Rhodes
Director criativo	Philip Holbrook
Director criativo	Stuart Royall
Director de arte	Wil Maxey
Redator	Elliott White
Produtor da agência	Joe Pawsey
Senior Account Director	Sam Hardy
Director de contas	Agata Krupa
Account Manager	Alexander Boden
Diretor de Estratégia	Aparna Bangur
Chief Strategy Officer	Will Lion
Realizador	Matthijs Van Heijningen
Produtor	Donald Taylor
Editor	Rich Orrick
Empresa de produção	Work Editorial
Pós produção	Mikros
Som	Sam Ashwell
Produção musical	Goldstein Music
VFX Company	The Mill Paris
VFX Supervisor	Laurent Creusot
VFX Producer	Nicolas Huguet
CG Lead	Guillaume Dadaglio
Flame Artist	Damien Canaméras
Conceito	Nathan Lucas
VFX Executive Producer	Fabrice Damolini