Cheil Worldwide Seoul has created ‘Go beyond fitness’ – a new film for Samsung – in which the new Samsung Gear Sport, updated Gear Fit2 Pro and IconX products are positioned not just as tools to help improve fitness and sport achievement but overall wellbeing.
The new brand message ‘Go beyond fitness’, depicts a variety of everyday activities the new wearable products can help optimise so wearers can achieve a well-balanced life.
The film creates an emotional connection to Samsung Wearables by broadening the appeal and relevance of the products beyond the category’s conventional positioning around fitness bands for athletes and sports fanatics.
Each piece of additional content related to a Samsung wearable product launching over the next 12 months will reinforce the ‘Go beyond fitness’ theme.
Sungho Park, senior professional at Samsung Mobile, said: “Samsung passionately believes everyone should be aware of how they can improve their wellbeing, beyond those just monitoring their PB. The Gear Sport provides this more holistic approach to maintaining and improving health.”
Kate Oh, executive creative director at Cheil Worldwide Seoul, said: “This manifesto film shows that fitness is not some special activity but a part of our everyday lives, and that Samsung Gear is designed for exactly that – everyday life.
“Since most people are not serious athletes, I am pretty sure that young audiences will be able to see themselves in this film.”
Agency: Cheil Worldwide Seoul
Executive creative director: Kate Hyewon Oh
Creative director: Hyunjung Park
Art director: Gayoung Choi, Daewon Kim
Copywriter: Nahil Kang, John Park
Agency producer: Joyce Chun
Production company: RadicalMedia
Producer: Ray Leaky
Editor: Leonard King, Stitch
Sound design: Wave Studios
DOP: Faith Turkera and Filippo Chiesa