The campaign consists of work from three artists, each with a short video in which the creatives talk through the inspiration behind their work. Each video begins with an interview as the artist reflects on their idea of family. The campaign features individuals from across the globe and aims to appeal to a universal audience, particularly after the pandemic saw families’ separated and traditional means of connection halted.

Celebrating International Day of Families reinforces Samsung’s identity as a family brand with a strong social voice and supporter of diversity and inclusion. Each artist has a different international background and each family branches outside the nuclear norms that are often shown in big campaigns.

Matt Lever, COO at BMB says, “Following a successful campaign in March for International Women’s Day, our latest work for Samsung is centred around community and equal respect – showcasing socially responsible artists such as Sarah, Owen and Stefania. It’s been rewarding working with these creative makers on a campaign that reflects Samsung’s values.”

Illustrator Stefania Tejada talks about how her friends became her family,  supporting and inspiring her artistically. Painter, Sarah Stieber, reflects on a personal portrait of herself and her appreciation for her partner’s continuous strength. Photographer, Owen Harvey, recalls his family during childhood and how difficulties have changed his relationship with his father for the better.

The series of creative works will be shared on Samsung’s social channels, across Instagram, Facebook, and YouTube and on DOOH media in Milan, London and New York. Each of the modern artists has a strong social media platform, which makes social channels the perfect digital media to share the work and target a younger audience.

The creatives will appear on in-feed carousel features on Instagram with close ups of the work to be shown on stories, IGTV spots and IGTV highlights. Watch the video campaigns here.