To launch its new flagship model Galaxy Note 8, Samsung teams up with creative agency Guns or Knives to create a spectacular, one-of-a-kind activation, ‘Do Bigger Things’.
Tasked with launching the global ‘Do Bigger Things’ platform in Ireland, Guns or Knives set out to capture the nation’s imagination by pushing the boundaries of vision and how it can interplay with technology. The agency identified architect Santiago Calatrava’s harp-inspired Samuel Beckett Bridge in Ireland as the perfect icon. Creating a truly unique activation they bring the bridge to life for Samsung, making the harp playable.
To orchestrate the spectacular audio-visual display, Guns or Knives teamed up with developers to create a piece of software that would transform the bridge into a playable instrument – not only via the Note 8’s interface, but also through an actual electric harp. For the latter element, the agency enlisted harpist Aisling Ennis: as she plucks the strings of the harp – playing the unique piece of music she composed for the event – the corresponding cable is illuminated on the bridge.
The performance will be supported by a series of social video content, created by Guns or Knives and Tiny Ark.
Agency: Guns or Knives
Head of Marketing: Linda Nolan
Marketing Manager: Idé O’Brien
Creative Director: Adam Crane
Copywriter: Jack Robertson
Art Director: Connor Kenny
Account Director: Kerrie Sweeney
Account Manager: Siobhán Walsh
Account Executive: Meg Dalglish
Strategy: Hazel Treacy
Tech Producer: Pauric Hackett (Make and Share)
Music: Aisling Ennis
Producer: Nathan Reilly & Siobhain Kehoe (Tiny Ark)
Video Director: Charles Alexander (Tiny Ark)
Director of Photography: Blaine Rennicks (Tiny Ark)
Production Coordinator: Emma Good
Aerial Filming : Alex James
Editor: Charles Alexander (Tiny Ark)
Post Production Supervisor; Siobhain Kehoe (Tiny Ark)
Post Production Sound: Alex James