Samsung has unveiled the global launch campaign for the S25 Series, created by BBH Singapore, with a focus on positioning Galaxy AI as an essential tool seamlessly integrated into people’s daily lives.

Set to roll out worldwide in the coming weeks, this marks BBH Singapore’s second global campaign as Samsung’s lead agency for its flagship phone, following the remarkable success of Galaxy AI’s 2024 launch.

The agency developed an integrated campaign optimised for social engagement, crafting a diverse ecosystem of content centred on the S25 Ultra’s new features and AI capabilities.

The campaign also incorporates smart mnemonics to reinforce brand recognition, running across social, digital, TV, and cinema.

“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,” said Sascha Kuntze, Chief Creative Officer.

“Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives—not just as innovative tech, but as a companion.”

Sung Chang, EVP at Samsung Electronics, added: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”