Hasta La Creative!

Samsung is promoting its stylish, super-fast range of Solid State Drive technology of its memory products in a new animated campaign created by BMB, part of Cheil Worldwide.

In a 60-second film, ‘Welcome to Solid State’, Samsung’s SSD products, in a range of shapes, sizes and colours, are seen frolicking around their hometown, Solid State, in an homage to American mid-century tourist informational films.

Through the tour of the town we discover the various benefits of the products, from their incredible speed to their impressive durability – all while they show off their good looks. The campaign is aimed at mass audience, but eagle-eyed viewers, especially tech and gaming fans, will spot many subtle pop gaming culture nods in the film, increasing its shareability.

There are also five short edits of the film and fourteen stills. The campaign is running on Facebook (Samsung SSD) and Instagram (Samsung Memory) accounts for eight weeks until mid July. It is BMB’s first work for Samsung partnered with Cheil Worldwide since being appointed in January 2019.