SAMSUNG BEHIND THE YAWN

BEHIND THE YAWN

How do you make people care about sleep tracking? You start with a yawn.

Samsung launched the new Galaxy Watch5 with enhanced sleep features, from the powerful 3-in-1 Bio sensor tracking your sleep score to ultra-comfy bands that feel like nothing. But how do we get the world to notice?

Art direction. Agency: We Are Social

Samsung

2023

First, with a simple TikTok challenge we dared the internet to fight the contagious power of yawns.

Next, we took them behind the yawn and into a quirky dream world where the sleep coaching mascots came to life to reveal the watch’s best-kept secrets.

Because if your watch can track your sleep, you might as well make it fun.

Space tycoon

Samsung

Space tycoon

Samsung

Space tycoon

Samsung

Make the switch

lenskart

Make the switch

lenskart

Make the switch

lenskart