SAMSUNG GALAXY

THE BRIEF: 

Get trailblazing Aussie women who are Apple loyalists to see themselves in the Samsung brand. 

THE CHALLENGE: 

In many millennial circles, Samsung is seen as the underdog so it was our job to reframe that into a positive. Because what’s an underdog if not a rebel?

THE SOLUTION:

Rebels With a Cause

Samsung X Refinery29’s Rebels With a Cause series champions the rebellious women going up against the status quo. In largely male dominated fields, these trailblazers have thrived despite being overlooked and underestimated. 

From body-positivity to astrophysics, our social-first video and editorial series showed that being an underdog is just a matter of perspective, positioning Samsung as the challenger brand that’s helping people break boundaries.