Brief
To become the go-to mobile brand for Gen Z, Samsung needed to position the Galaxy Z Flip as a bold fashion statement for trend-conscious opinion leaders.
Insight
For Gen Z, phones are personal statements, just like jewellery. By combining the two, we could create something uniquely expressive—both on and in their hands.
Creative
We elevated the Galaxy Z Flip into a fashion statement through phone jewellery, crafted by Swedish jewellery brand Louis Abel. The Samsung x Louis Abel collaboration was rooted in Inyeon, the Korean concept of “a destined connection”. The collaboration symbolized meaningful bonds – with others and with the objects that define us. The result? A design that transforms the Galaxy Z Flip into wearable art, perfect for self-expression.
