SAMSUNG

In Australia, Apple has a cult following but Samsung launches struggle to get attention. To promote Samsung’s Galaxy Z Flip3, a phone that folds to half the size of the competition, we needed to cut through the apathy and add clout to a traditional, feature-heavy campaign already in-market.

When people search ‘my phone is too…’ the number one query is ‘big’. Apple had no comparative device to address this, giving us permission to make a big deal about being small.

In partnership with Dr Denim, Samsung designed and launched jeans with tiny, Z Flip3 sized pockets that wouldn’t fit any other phone. ‘Z Flip Pocket Denim’ were provocatively priced at $1,499 (the price of the phone). And yes, every pair came with a free device.