DDB Egypt has launched Samsung’s Galaxy A Series 2024 campaign, featuring the renowned Egyptian rapper and trap artist Wegz. The campaign has aimed to position the Galaxy A Series as the top choice in its category.
Wegz, one of MENA’s top-streamed rappers in Egypt, has created an exclusive song for the campaign. The track creatively integrates the term ‘Aih’—a common Egyptian expression—into its lyrics, aligning with the series’ name, “A.”
The spot starts with Wegz on a call discussing the campaign brief. He seems frustrated over the specifications he needs to include, because certain words like “category” don’t fit with something he would naturally say.
The camera follows him into another room, where he experiences a burst of inspiration and exclaims, “I’ve brought my A game,” the namesake of the campaign.
Wegz then launches into a hard-style rap that embodies the Galaxy A Series’ features. With urban visuals and audio, the spot highlights the features of the phone with key aspects highlighted in blown out text creatives throughout the video.
“Wegz’s track blends his distinctive style with the Galaxy A series, creating a campaign that engages audiences in an authentic and cool way,” said DDB Egypt’s Creative Director, Hosam Akil.
DDB Egypt claims this playful repetition of the campaign aims to create a memorable connection between Samsung’s innovative products and Wegz’s relatable music.
The campaign also aims to reinforce Samsung’s leadership in the market by highlighting how Samsung brings quality and innovation to all with the series’ different features, including the impressive battery life, fast processor, near-field communication, multi-window displays, secure folder, and so on.
“Our goal was to create a campaign that not only highlights the Galaxy A Series’ impressive features but also resonates with the younger generation,” said Akil.
Credits
DDB Egypt
Management Team: Basel El Deeb, Hazem Elsaadani, Dalia Khairy
Account Team: Alia Ahmed, Karim Abou El Dahab, Zeina Hosny, Enas Salamouny, Hedy Shalaby
Creative Team: Hossam Akil, Mazen Newar, Islam Hany (Biga), Samah Khedr, Omnia Ramzy
Digital Team: Nada Marsafy, Nadeem Megahed, Tasneme Badawy
Client: Samsung
Haitham Fakhr, Yasmin Gadayel, William Soliman, Sherif Salem, Moussa Georgy, Ahmed El Ashram, Moataz Sayed, Moamen Mahrous, Tarek Ihab
Production company: Good People
Director: Shank Director’s
Producers: Zeina Salem, Sara El Sherif
DOP: Ahmed Tahoun
Focus puller: Galila
Freefly operator: Koyman
Techno crane operator: Joseph
Grip: Baskota
Assistant Director: Seif Gabry
2nd AD: Sarah Abdallah
CEO: Khaled Zaki
Producer: Nour Abdellatif
Line Producer: Aseel
Assistant Producer: Omar Hindi
Production Manager: Waleed Abdelsalam & Ahmed Essam
Art Director: Ahmed Shaaban
Stylist: Hana Hazem
Video Assist: Ahmed Nasr
Gaffer: MyGaffer
Choreographer: Layla Ghaleb
Dancers: Good Space
Post Producer Supervisor: Hussein Azziz
Post Producer: Nada Kenawy
Editor: Mekky – Barbershop
Colorist: Guindy
VFX Artist: Bassam Hussein – the Snap
Music production: Hussein Gamal
Mixing: Hussein Gamal
Mastering: Mokhtar el Sayeh
Singer & lyricist: Wegz
