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Go beyond fitness

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Credits & Description:

Media: Film
Client: Samsung
Product: Samsung Gear Sport
Agency: Cheil Worldwide Seoul
Production: Radical Media
Country: Korea (south)
Executive Creative Director: Kate Hyewon Oh
Creative Director: Hyunjung Park
Art Director: Gayoung Choi
Art Director: Daewon Kim
Copywriter: Nahil Kang
Copywriter: John Park
Producer: Ray Leaky
DoP: Faith Turker
DoP: Filippo Chiesa
Agency Producer: Joyce Chun

Cheil Worldwide Seoul has created ‘Go beyond fitness’ – a new film for Samsung – in which the new Samsung Gear Sport, updated Gear Fit2 Pro and IconX products are positioned not just as tools to help improve fitness and sport achievement but overall wellbeing.
The new brand message ‘Go beyond fitness’, depicts a variety of everyday activities the new wearable products can help optimise so wearers can achieve a well-balanced life.
The film creates an emotional connection to Samsung Wearables by broadening the appeal and relevance of the products beyond the category’s conventional positioning around fitness bands for athletes and sports fanatics.
Each piece of additional content related to a Samsung wearable product launching over the next 12 months will reinforce the ‘Go beyond fitness’ theme.
Sungho Park, Senior Professional, Samsung Mobile, said: “Samsung passionately believes everyone should be aware of how they can improve their wellbeing, beyond those just monitoring their PB. The Gear Sport provides this more holistic approach to maintaining and improving health.”
Kate Oh, Executive Creative Director at Cheil Worldwide Seoul, said: “This manifesto film shows that fitness is not some special activity but a part of our everyday lives, and that Samsung Gear is designed for exactly that – everyday life.
“Since most people are not serious athletes, I am pretty sure that young audiences will be able to see themselves in this film.”

The TV Commercial Ad titled Go beyond fitness was done by @radical.media advertising agency for product: Samsung Gear Sport (brand: Samsung) in South Korea. It was released in the Sep 2017.
Advertiser: Samsung Group
Brand name: Samsung
Product: Samsung Gear Sport
Agency: @radical.media Cheil Seoul
Country: South Korea
Category: Mobile phones, devices & accessories
Released: September 2017

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