Samsung
Down the Rabbithole
Capabilities:
What processor does your mobile phone have?
Few people know (or care) - but the processor actually makes all the difference when it comes to a phone's quality and speed.
Here's how we declared that 'Playtime is over' and helped Samsung turn the launch of its Exynos 2200 processor into a story that lit up the gaming internet.
30M
Views
Samsung was launching new phones with the Exynos 2200 mobile processor - which features a state-of-the-art mobile graphics processing unit (GPU) developed by Samsung in parnership with AMD.
In simpler terms: the samsung Exynos chip puts console-level graphics on a phone.
Samsung needed to communicate this in a genuinely meaningful way, to the people for whom it would matter the most: gamers.
We repositioned the Samsung Exynos with a punchy pivot, throwing shade at childish mobile games.
We spoke to our gamer audience in a 60-second film that uses the visual language they know and love: ‘The Marketplace’ has the look and feel of a sophisticated computer game, set in an alternate universe full of rich detail, dangerous characters (both live-action and CGI), even more dangerous weapons, and Easter eggs to reward the most eagle-eyed gamers.
The film opens in a mobile game market. The protagonist passes by street vendors pushing heavily pixelated 8-bit computing-style fruits and weapons – a visual metaphor for an online app store.
In a nod to a literary classic, the hero is soon lured down an alleyway by a grizzled white rabbit to an underground black market populated by darker characters and vendors trading guns and weapons – all in full HD quality to show that mobile gaming’s now become serious.