Samsung has launched a campaign to drive awareness of its Galaxy Buds2 Pro and Watch5 wearables.

The campaign was developed by Iris, who conducted research that revealed a large cohort of consumerd who want exercise to be more about emotion than data. They want fun, not just numbers and targets. To bring this to life, Iris created two 20-second films, one for each Samsung product, that act as a counterpoint to ‘alpha wellbeing’: the exercise culture of relentlessly chasing streaks and breaking personal bests. This campaign celebrates a more idiosyncratic approach to wellbeing where the characters are exercising in a less conventional but more personal way. The films show a broad range of people using Galaxy Watch5 and Buds2 Pro to add fun to their exercise or create some peaceful mindspace.

The campaign run across TV, VOD, YouTube and other social channels in the UK and ROI. Media planning and buying was executed by Starcom.

“Samsung aims to create technology that has a beneficial influence on the lives of its users,” said Annika Bizon, Marketing and Omnichannel Director at Samsung Electronics UK. “These are products that, when used together, can help you exercise better and improve your wellbeing. We’re delighted with the campaign and are looking forward to seeing it out in the world.”