The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Film & Video

Join the Flip Side

Agency Wieden+Kennedy / Amsterdam

Client Samsung


Television & VOD / Over 60 Seconds - Single

Annual ID


About the Work

Switching phone brands can be a scary prospect. And sticking to what you’re used to can quickly become default, even if the latest tech doesn’t get you quite as excited as it used to. But there is something truly magical and unique about the first time you see a Galaxy Z Flip 4. Our campaign is a dramatic film, centered around this phenomenon. Its protagonist, Elena, is an everyday smartphone user who becomes mesmerized by the unique movement of her friend’s brand new Z Flip4. As she desperately tries to put it out of her mind, determined not to switch from her existing device, everything appears to take on the Samsung’s form as the world folds and flips around her. The more she resists, the more extreme these visual reminders become, before finally she surrenders to the inevitable: trading in her phone for the irresistible Z Flip4.

2023 Awards

Total Points: 3




Wieden+Kennedy / Amsterdam

Production Company


Music / Sound Production Company


Post Production Company

Black Kite

Editing Company

Art Official Agency

Art Director

Cecilia Pignocchi


Andrew Duncan

Executive Creative Director

Eric Quennoy
Mark Bernath

Executive Producer

Endy Hedman


Yaya Zhang

Account Director

Luke Hickey


Ipek Tosun

Account Manager

Mauro Sala

Artist / Title

Phillip Kay / Nora’s Theme (phone fold scene only)

Audio Post

Factory Studios

Business Affairs

Sametta Gbilia


Tmls AS

Comms Strategy Director

Akua Harris

Group Account Director

Eleanor Thodey

Head of Broadcast Production

Joe Togneri

Managing director

Blake Harrop

Planning director

Thom Dinsdale

Studio Director

Lizzie Murray

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