BBH London creates an action-packed, CGI-rich 60-second film, launching today, for Samsung Electronics’ System LSI Business, heralding the...
BBH London creates an action-packed, CGI-rich 60-second film, launching today, for Samsung Electronics’ System LSI Business, heralding the new era of grown-up mobile gaming enabled by its Exynos 2200 ‘next generation’ mobile processor.
Until now, high-quality immersive gaming experiences have been restricted to console-based game play. The Exynos 2200, however, will revolutionise the quality, speed, and sophistication of mobile games when the processor chip is built into next generation mobile phones launching this year.
The 60-second film, ‘The Marketplace’ opens in a metaphorical mobile game market –– a visual metaphor for an online app store –– and follows a female character passing by an array of street vendors trying to sell her poor-quality, heavily-pixelated 8-bit computing-style fruits, and weapons.
The hero is soon lured
down an alleyway by a grizzled, Alice-in-Wonderland-inspired white rabbit to an
underground black market populated by darker characters and vendors trading
guns and weapons, all in full HD quality. The action ends with the line:
‘Playtime is over’.
Changwan Kim, Brand Manager at Samsung Electronics, said: “We wanted to implicitly express how the Exynos 2200 processor will bring differentiated gaming experience on mobile, in a short condensed fashion. We are very excited to see BBH’s creativity come to life in this adventurous hero film, and believe this project may be a big milestone that changes the course of how we promote semiconductor products in the future.”
The agency’s brief was to drive anticipation and excitement among keen gamers ahead of the launch of the first phones containing the new mobile processor, which features a state-of-the art mobile graphics processing unit (GPU) developed by Samsung in partnership with AMD.
The starting point was the idea that the new GPU would now make mobile gaming serious. This, in turn, inspired the ‘Playtime is over’ campaign theme and strapline.
‘The Marketplace’ was directed by film and top European commercials director (and gamer) Matthijs Van Heijningen, whose numerous past commercials credits include the acclaimed ‘Ostrich’ –for Samsung Electronics, ‘Vampire Party’ for Audi, and the multi award-winning spots ‘Bear’ and ‘Closet’ – both for Canal+.