We were asked to create a big expectative for the event launch of the Galaxy Fold launch in San Francisco. So, rather than explaining what was about to be unveiled, we decided to add more mistery to the conversation. We launched a global campaign using only hangul type. We made bold black and white OOH billboards using just graphic Korean type and placed it all over the world.

The online film became the most viewed YouTube video in Samsung’s history with more than 21 million views in just 1 week (more than 45 M if we include the local channels).  As a result, Upacked 2019 became the most watched and talked about Samsung event ever.