Cheil Worldwide partners with Samsung stage Galaxy 11 campaign

It was November 2013 when mysterious circles and strange hooded men were spotted on football fields in major cities around the world. The mysterious figures turned out to be aliens, challenging the world to the galactic war. Since then, the legendary footballer Franz Beckenbauer has been charged to lead a planet-defending team “Galaxy 11”, whose members include Lionel Messi, Wayne Rooney and Cristiano Ronaldo, to fight the aliens. And now, in the latest “Galaxy 11 Training Video”, fans can get a sneak peek at the hard training that the players are undertaking using the Samsung Galaxy S5, Gear 2 and Fit.

The Galaxy 11 campaign aims to invite fans to enhance their football experience through carefully designed, multi-layered marketing. In order to merge fans’ universal love for football and its devices, Samsung and its partner Cheil Worldwide combined the worlds of sports and entertainment.

“Why football, amongst other sports? Because we value the power of football to bring people together and to unite them as a global community through their passion for the sport”, said Hoon Kang, Director of Global Marketing at Samsung Electronics.“Samsung’s marketing history has been about creating unique campaigns and the Galaxy 11 is the latest example of an innovative campaign that enhances consumer’s everyday experience in new and unexpected ways. The Galaxy 11 Training Video, in particular, displays meticulous attention to story and choreography, therefore visually highlighting Samsung’s cutting-edge mobile devices – Galaxy S5, Gear 2 and Fit. I hope fans around the world continue to support the Galaxy 11 team in defending our planet while enjoying the multi-platform campaign extensions, such as the Galaxy 11 World Tour and mobile games.”

Moon-kyo Lee, Cheil’s Creative Director, added, “Unlike most other campaigns using top notch footballers, the Galaxy 11 campaign has created a new entertainment experience based on sci-fi imagination, a football showdown against aliens. The Galaxy 11 Training Video allows fans to watch the heroic players’ rigorous drill to save the planet, as well as to learn the features of Galaxy S5, a secret weapon to further upgrade their skills and powers.”

The Galaxy 11 campaign embraces the competitive spirit of sports, the star power of the players and the actual features of the mobile devices; helping to generate over18 million Youtube views in a week.

Coinciding with the release of the Galaxy 11 Training Video, Samsung kicked off the Galaxy 11 World Tour, a series of Galaxy 11-themed interactive studios visiting different cities around the world including London, Milan, Dubai, Shanghai and Sao Paolo. Fans will have a chance to meet the Galaxy 11 players as well as experience a virtual football practice via Samsung’s mobile products.

Samsung has also released four Galaxy11-themed mobile games which allow fans to enjoy the Galaxy 11 campaign anytime and anywhere. They can test their own virtual football skills and even play against the Galaxy 11 team.

Further information and details regarding the Galaxy 11 campaign can be found on the official website (www.thegalaxy11.com) as well as Samsung Mobile social media channels.

Creative Credits:

Agency: Cheil Worldwide
Creative Director: Moonkyo Lee
Art Director : Zonguk Han, Sunghoon Min, Narang Park
Copywriter: Simon Friederg, Adrian Sim, Yongjun Jung, Jeongmi Lee, Yoonjung Lim
Senior Account Manager: Eunsook Koh
Account Manager & Strategist: Koeun In
Account Executive: Taekkyun Yun, Sungho Kim, Banya Kim, Kippeum Ohn, Eunyoung Choi
Producer: Minwook Kang, Jung Gun Yoon

Smuggler
Director: Laurent Ledru
Partner: Brian Carmody
Partner: Patrick Milling Smith
Managing Director UK: Fergus Brown
COO/Executive Producer: Lisa Rich
Line Producer: Nick Fewtrell
Director of Photography: Alex LaMarque
Production Designer: Richard Bridgland
Production Designer: Kevin Phipps
Costume Designer: Matthew Goldman

Psyop
Director: Laurent Ledru
Art Director: Lilit Hayrapetyan
Executive Producer: Luisa Murray
Head of Production: Cori Cooperider
Producer: Hillary Thomas, Morgan MacCuish
Assistant Producer: Jane Lee, Nathan Lueptow
Designer: Oscar Cafaro, Lilit Hayrapetyan, Adam Kuczek, Ke Swaab, Georgia Tribuiani, Velwyn Yossy, Andrew Park
Lead Technical Director: Andy Jones
CG Lead: Cris Fudge
FX: Kiel Gnebba, Victor Grant, Richard Tepavchevich
Modeler: Cris Fudge, Anastasios Gionis, Rie Ito, Andrew Lema, Rafael Zabala, Jonathan Iwata
Rigger: Sean Kealey, Frank Naranjo
Lighter: Stephen DeLalla, Cris Fudge, Todd Herman, Isaac Irvin, Jonathan Iwata, Aldrich Torres, Andy Jones, Jason Kim
Lead 3D Animator: Bernd Angerer
3D Animator: Christopher Bishop, Joshua Cordes, Jean-Dominique Fievet, Chris Smith
2D Supervisor: Lane Jolly, Kim Stevenson, Diego Vazquez
2D Animator: Claudia Yi Leon
Storyboard Artist: Vinny Dellay, Rusty Dumas, Morgan Schweitzer
Matte Painter: Julien Brami, Gizem Ersavas, Andrew Park
Compositor: Sean Coonce, Sven Dreesbach, Julie Jang, Lane Jolly, Don Kim, Donna Lanasa, Matt Lavoy, Ryan Raith, Maciek Sokalski, Greg VanZyl, Ned Wilson
Flame Artist: Tom Leckie, Elad Offer, Sam Shiflett, Kim Stevenson, Jodi Tyne, Diego Vazquez, Thibault Debaveye
Pipeline Developement: Alon Gibli, Fabio Piparo, Andy Jones, John Cooper

Editorial:
Editorial Company: Cut+Run
Editor: Stephen Berger, Isaac Chen
Assistant Editor: Ben Corfield, Kendra Juul
Executive Producer: Carr Schilling
MD: Michelle Eskin
Producer: Remy Foxx

Telecine:
Telecine Company: MPC
Colorist: Mark Gethin

Music/Sound Design/Sound Mix:
Company: Echo Lab
Composer: Gavin Little