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Samsung: Join the Flip Side | Wieden+Kennedy

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During September – one of the biggest months of the year for the mobile industry – we launched Samsung’s global campaign ‘Join The Flip Side’ using the moment to emphasize the point that once consumers see real innovation that challenges the limits of the smartphone category they can’t unsee it. Encouraging consumers to switch from competitors who sell them virtually the same phones every year flashing incremental innovation, the message of this campaign reflects Samsung’s ethos of openness and invites consumers to ‘Join the Flip Side’ – where groundbreaking innovation is evident in its technology’s revolutionary new foldables range. Smartphones are part of pretty much all of our everyday existence. Our lives are uploaded to these little rectangles and their operating systems feel like second nature to us.We’re so familiar and comfortable with the status quo that switching, regardless of its real benefits, feels unfathomable. The pressure to keep up with our friends’ tech game can also

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