DDB Hong Kong and Samsung release new initiative supporting local music in Hong Kong
Local music in Hong Kong has suffered in popularity in recent years, but DDB Group Hong Kong and Samsung, together with local artists from different genres, hope to somewhat revive it in peoples’ minds, with this collaborative “live jam”.
This initiative puts the Samsung Galaxy S20 Series’ “Makes 5G Matter” campaign’s money where its mouth is, by offering a new entertainment experience and igniting new relevance for local music.
Project S20+5 features a cultural collaboration, in the form of iconic local music artists, Cantonese opera artist, Christie To Wing-sum, and Cantopop band, Dear Jane, performing a unique version of the band’s recent single, made possible by the technological collaboration of the S20 and 5G.
The artists, in their own unique styles, in different locations, in this first such 5G live co-stage jamming session, deliver a stunning, seamless performance thanks to network speed, camera quality and sheer processing power in real-time, in a true demonstration of the breakthrough ability of this 5G flagship phone. Furthermore, the high-quality footage is shot entirely by 15 of the Galaxy S20 placed around both studios.
Heidi Yao, Head of Marketing at Samsung (IT & Mobile Communication Business) said: “With 5G and the groundbreaking technology of our latest product, creative breakthroughs like this project will become the norm. We are delighted to be able to offer these opportunities to people and hope that proving capabilities with this campaign can inspire them to make whatever they are passionate about matter.”
Marco Lam, Executive Creative Director at DDB Group Hong Kong, added: “As a big fan of local canton music as well as technology, I have longed for an opportunity like this to break boundaries of music performance. It is essentially a new art form, realised by the coming together of cultural genres in sound and image, as well as technology. It’s been a great experience working with Samsung and all the outstanding music artists to create something genuinely unique and special.”
The video launched this week and can be seen on the Samsung site. It is also being promoted across various social media channels.
Credits
DDB Group Hong Kong
Chief Business Officer: Leo Tsui
Executive Creative Director: Marco Lam
Creative Director: Kit Yu
Digital Lead: Felix Fong
Senior Copywriter: Kelvin Wong
Senior Art Director: Jennifer Cheung
Photographer: Anthony Fan
Account Manager: Mandy Chan
Account Executive: Hayden Leung
Samsung
Head of Marketing: Heidi Yao
Senior Marketing Manager: Tom Wong
Senior Marketing Manager: Holly Lau
Senior Marketing Manager: Carol Sung
