ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Influencer & Creator Marketing
Annual ID
OA25_PRE009M
Background
After years of incremental hardware updates, phone unboxings aren’t as exciting as they used to be. This means that every year it gets harder and harder to grab the attention of tech reviewers and influencers, and even harder to get them to create interesting social content.
This launch, however, was different. The Galaxy S24 Ultra was Samsung’s first AI-enabled device, representing a quantum leap in mobile technology – this meant that we needed to design an unboxing experience as exciting as the tech inside it.
This launch, however, was different. The Galaxy S24 Ultra was Samsung’s first AI-enabled device, representing a quantum leap in mobile technology – this meant that we needed to design an unboxing experience as exciting as the tech inside it.
Creative Idea
To show how far Samsung have come, we went back to where it all started. All the way back to 1938 to be precise, when Samsung first opened as a grocery store in the South Korean city of Daegu.
Inspired by the brand's origins, we sent influencers and tech reviewers Samsung's newest tech disguised as Korean grocery items. The entire experience was written in Korean - which meant that influencers needed to use Samsung’s new AI-powered translator to make sense of the experience. The more they translated, the more they learned about Samsung’s history, and the AI-powered tech defining the brand’s future.
Inspired by the brand's origins, we sent influencers and tech reviewers Samsung's newest tech disguised as Korean grocery items. The entire experience was written in Korean - which meant that influencers needed to use Samsung’s new AI-powered translator to make sense of the experience. The more they translated, the more they learned about Samsung’s history, and the AI-powered tech defining the brand’s future.
Insights & Strategy
As Samsung’s first AI-enabled device, the Galaxy S24 Ultra presented a revolutionary step forward for mobile tech, however, our research revealed a key challenge: many consumers struggled to see the practical benefits of AI in their daily lives.
Recognising that travel ranks as the top aspiration for our core Gen MZ audience – with almost 50% planning a trip within the next year – we zoomed in on a standout feature: the new AI translator, which lets users quickly and easily make sense of the world around them, just by pulling out their camera app.
Recognising that travel ranks as the top aspiration for our core Gen MZ audience – with almost 50% planning a trip within the next year – we zoomed in on a standout feature: the new AI translator, which lets users quickly and easily make sense of the world around them, just by pulling out their camera app.
Execution
Influencers and tech reviewers received a custom grocery box, inside, they found a haul of Samsung’s latest tech, all disguised in bespoke grocery-inspired packaging. The latest phone was served up as fresh milk, the fast-charging cable as instant noodles, and the Galaxy SmartTag2 locator was hidden in a tin of mackerel.
A fold-out catalogue explained the brand's history and detailed the contents of the pack - however, the entire poster was written in Korean, except for a tiny message urging influencers to test out the AI-powered translator on their new device.
Illustrated characters appeared across all the packaging, their eyes inspired by Samsung’s original brand mark, a ‘three star’ insignia (the literal meaning of ‘Samsung’). And in addition to all the new tech, influencers also received a reusable grocery bag, and a customised receipt, which itemised all their Samsung swag.
A fold-out catalogue explained the brand's history and detailed the contents of the pack - however, the entire poster was written in Korean, except for a tiny message urging influencers to test out the AI-powered translator on their new device.
Illustrated characters appeared across all the packaging, their eyes inspired by Samsung’s original brand mark, a ‘three star’ insignia (the literal meaning of ‘Samsung’). And in addition to all the new tech, influencers also received a reusable grocery bag, and a customised receipt, which itemised all their Samsung swag.
Results
22 influencers and tech reviewers received our pack, and although our seeding list was modest, the results were anything but. We achieved:
- 10x increase in unprompted posts
- 13.8 million people reached
- Engagement rate 4.4x higher than the average
Making this Samsung Australia’s most successful unboxing drive to date.
- 10x increase in unprompted posts
- 13.8 million people reached
- Engagement rate 4.4x higher than the average
Making this Samsung Australia’s most successful unboxing drive to date.
2025 Awards
Total Points: 2
Merit Award
Credits
Agency
Clemenger BBDO Australia
Client Partner
Grace Vizor
Production Company
Finch
Heckler
Publisher
Think Packaging
Animator
Chris Yee
Art Director
Torika Taylor
Chief Creative Officer
Gavin McLeod
Content Creator
Ollie Ritchie
Copywriter
Grace Lemech
Creative Director
Kate Allen
Director
Lex Hodge
Executive Creative Director
Paul Meates
Producer
Jess Walley
Executive Producer
Loren Bradley
Managing Director / Executive Producer
Corey Esse
National Head of Design
Christian Hewitt
Social and Influencer Marketing Manager – MX
Alexander Campbell
Account Director
Raisa Mushrafi
Account Executive
Victor Leoncelli
Cardboard Engineer
Blair McGowan
Mat Bogust
Creative Director
Dane Van Veen
Group Account Director
Laura Eagleton
Influencer Manager
Gilliana Axia
Integrated Producer
Natalie Hort
Managing Director
Jonny Berger
National Head of Integrated Production
Tash Johnson
National Sales & Marketing Manager
Andy Galbally
Production Assistant
Georgia Bray
Senior Account Manager
Nic Doyle
Senior Brand Designer
Patrice Liem
Senior Editor
Kyle Brandse
Senior Finished Artist
Ash Cunninghan
Senior Influencer Manager
Isabella Holder
Senior Social Brand Planner
Jarryd Patel
Social Producer
Lizzie Dingle
Studio Manager
Sam Scherma
Visual Arts Manager
Denis Bernar
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