Samsung and DDB Stockholm Let 5-Year Old Unbox the Next Galaxy

Today, Samsung begins Seven Days of Unboxing – a campaign by DDB Stockholm that allows six individuals to unbox the next Galaxy smart phone prior to the launch, and communicate their initial thoughts to the world. The first to appear throughout the week is 5-year old Tyson, who will share his impression of the new Samsung product.

Adam Fors, Nordic Head of Marketing at Samsung comments: “Today, the interest for technology products is greatest just before they launch. We can’t reveal the product before it’s launched but nothing says we can’t show it to a few select people, and then let them tell the world what they see.”

There will be one reaction film released every day leading up to the launch date of the new smart phone. Each film, created by Acne and directed by Anders Jedenfors, will be released on www.sevendaysofunboxing.com, as well as on Samsung’s social channels, giving visitors the chance to catch possible clues as to what the next Galaxy will be like.

Nick Christiansen, Copywriter at DDB Stockholm, comments: “This year, we’re using the unboxing phenomenon and adding some human (and non-human) elements that will make it fun to follow the campaign throughout the week leading up to the launch.”

The campaign is a follow-up to last year’s ‘Is This the Next’ campaign, which utilized the internet rumour mill to fuel hype before the launch of the Galaxy S6 and Galaxy S6 edge.

The official unpacking of the next Galaxy will take place in Barcelona on February 21^st, at 19:00 CET. Follow Seven Days of Unboxing and see the live stream of the unpacking on the campaign site www.sevendaysofunboxing.com