Hasta La Creative!

L.A. resident Samantha Futerman and Parisian Anais Bordier are identical twins separated at birth who found each other through a chance encounter on social media.

Last month, Cheil debuted a campaign for Samsung telling the twins’ true story, promoting the Gear 2, Gear Fit and Galaxy in a 1:30 teaser and 3:00 documentary. The teaser utilizes a split-screen to tell Sam and Anais’ stories separately, before they inevitably reunite on one screen at the spots’ conclusion. As part of the campaign, Cheil and Samsung also created an app that allows users to view two different mobile teasers, one from Anais’ perspective, the other from Samantha’s. By syncing with someone else’s phone, users could then view the full teaser on both devices side-by-side. People could also create their own split-screen movies to “celebrate togetherness.” The idea behind the campaign was that like Sam and Anais the Gear and the Galaxy are “always in sync, natural extensions of one another.” Cheil’s telling of Sam and Anais’ story resonated, with the spot chalking up 1.5 million views in its first 10 days and a 96% approval rating on YouTube. Cheil also decided to submit the project to the Cannes Advertising Festival. You can view the original teaser above, and stick around for the case study and 3:00 documentary, along with credits, after the jump. continued…

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