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Home / Samsung Campaign Showcases Apollo 11 Documentary to Launch Global QLED 8K TV

Samsung Campaign Showcases Apollo 11 Documentary to Launch Global QLED 8K TV



Samsung has today announced the launch of its global “TV Is Making History Again” campaign to celebrate the newly released QLED 8K TV, created in partnership with adam&eveNYC

The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago. A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world. This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full color, on the new Samsung QLED 8K TV.

As part of the campaign, Samsung has partnered with Statement Films and CNN on the “Apollo 11” documentary. This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters. As part of the partnership, the :60 spot will also air within CNN’s broadcast premiere of the documentary.

“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America. “As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”

David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before . Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”

In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly, and a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.


Credits

Client: Samsung
Brand: Consumer Electronics
Project name: QLED 8K

Clients:
Jesse Coulter, CCO
Grace Dolan, VP of Marketing, Demand Generation
Brian Choi, Director of Marketing, Demand Generation
Nicole Murakami, Marketing Manager

Chief Creative Officer: Richard Brim
Executive Creative Directors: David Brown, Daniel Bonder
Associate Creative Directors: Jordy Molloy, Toby Kennedy
Head of Design: Mitch Horton

Agency Head of Production: Victoria Bennett
Agency Associate Producer: Erica Serio
Digital Production: Sion Prys

Group Strategy Director: Stuart Harrison
Comms Strategy Director: Lindsay Orosco

Managing Director: James Rowe
Group Account Director: Lily Waters
Account Supervisor: Erin Brogan

Media agency: Starcom

Production company: Pulse Films
Global President: Davud Karbassioun
Producer: George Saunders
Director: James Marsh
D.O.P: Alwin Küchler

Editing Company: Work Editorial
Editor: Neil Smith
Post Production: The Mill
Post Producer: Luis Martin
VFX Supervisor: Kshitij Khanna
2D Artist: Krissy Nordella
Colorist: Fergus McCall

Composer: Benjamin Wallfisch
Music Supervision & Licensing: North America - R 3 D Music (ASCAP), Global Du Vinage Publishing Ltd. (PRS)
Audio Post Production: Wave Studios
Sound Design: Aaron Reynolds


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PJA Brings ‘Uncornered’ Stories to Life in Photographic Exhibit for College Bound Dorchester


Two years ago, PJA Advertising + Marketing (PJA) launched a bold, innovative, pro-bono campaign based on a new word “Uncornered.” PJA felt that a single word could change the way people think about the potential of gang members to be positive change agents who can end systemic, generational, urban poverty, according to PJA’s Chief Executive Officer, Phil Johnson.

Johnson states, “We started PJA Advertising to specialize in healthcare and technology and I sometimes asked what do new technologies, life science innovations, and gang members have in common? They are not easy to sell to the public."

However, the name "Uncornered" has drawn national attention to College Bound Dorchester’s first- in-the-nation 'corner-to-college' solution that pays gang members $400 per week to go to college, get a degree, stay in the community, earn a living wage, and become positive (rather than negative) role models in Boston’s most violent streets.

PJA brought this branding to life with the Uncornered Photo Documentary Exhibit, which was on display on Boston Common this past summer and is expected to move to Boston’s City Hall and the University of Massachusetts / Boston later this year.

It paired striking photos of famous and unknown people by Boston photographer John Huet with stories about a time when participants found themselves cornered by racism, a traumatic event, or low expectations and what happened to get them to turn things around and become ‘uncornered’.

Uncornered Students Share Their Stories


Brittany Baldwin, Boston Uncornered Student 
After months of neglecting my health and abusing drugs and alcohol I caught pneumonia and fell into a coma. Within six months of coming out, I lost two of the most important people in my life, my boyfriend and my mother. Losing them was my Uncornered moment. When you lose everything you love, you have to find something to fight for. So I fight for my children who keep me grounded.

Alex Diaz, Boston Uncornered Student
I didn’t care if I lived or died. I went to prison and missed the birth of my first-born daughter. When I got, out, I promised to never miss another day of her life. My daughter saved me from myself, my daughter UNCORNERED me.

Quaknesha Garvin Johnson, Boston Uncornered Student 
I grew up seeing my family members and friends being incarcerated and not understanding why. By my second arrest I was facing 20 years and had almost given up, until I heard the quote “Be the change you wish to see in the world.” That began my UNCORNERED journey.

Mark Culliton, Founder and CEO, College Bound Dorchester
I was living in San Francisco, lost and had forgotten who I was. My father got very sick and I came back to be with him. In those last months together he reminded me of who I was and all that was possible. His path to dying UNCORNERED me.


ABOUT COLLEGE BOUND DORCHESTER
Founded in 2009, College Bound Dorchester is a Boston nonprofit using education to end systemic generational urban poverty and violence through its Uncornered solution to quip young people with the attitude, skills and experience to graduate from college, focusing on engaging gang-involved youth to become positive leaders in their community.

ABOUT PJA
PJA is a $75 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: GE Healthcare, PAREXEL, Patheon, Molecular Health, Xylem, and Aprecia. For more information, visit agencypja.com.


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