Samsung - Chorus of Light
Campaign Date: 2024
Challenge
Deliver a world-class experience that tells the story of Samsung innovation and introduces a new era of Galaxy AI at Vivid Sydney Festival; Sydney’s annual celebration of creativity, innovation and technology.
Insight + Strategy
Sydney is one of the most culturally diverse cities in the world, filled with a rich array of languages, voices and artistic talent but it’s surprisingly behind the times with AI. With 7 in 10 people nervous about the technology, Australia is one of the top countries worried about the advent of AI.
To shift this sentiment, we leveraged Galaxy AI feature, Live Translate, to position Galaxy AI in line with the Vivid Sydney theme of ‘Humanity’ and tap into a universal human truth-our desire for connection.
Our approach was to reach both the growth target audience, Gen MZ, and the broader audience of Vivid Sydney visitors by creating an optimistic experience that brings us all together, breaks down barriers and invites cultural collaboration with Sydney’s incredibly linguistically diverse population-all the while centring Samsung Galaxy AI as the powerful tool at the heart.
Solution
Chorus of Light
Chorus of Light is an immersive art installation that unites humanity through our hopes for the future. Inspired by Galaxy AI, guests are able to join the Chorus of Light by contributing their voice and recording a message of hope in one of the 16 languages available with Galaxy AI. Each message is translated and expressed as light throughout the entire installation.
To start their journey, guests are welcomed with an immersive onboarding. A dynamic, atmospheric film introduces Galaxy AI and explains the Chorus of Light experience before doors open to reveal the illuminated pathway.
Guests travel through the awe-inspiring galaxy of lights, with the opportunity to stop at designated dwell points to take incredible, AI Nightography enhanced photographs with the Samsung Galaxy S24 Ultra against the ever-changing backdrop.
At the centre of the experience, guests can add their voice to the Chorus of Light by recording a message of hope for the future in any of the 16 languages available with Galaxy AI. Inspired by Live Translate, the sentiments are translated and repeated back in the chosen language before being expressed throughout the installation as light.
In collaboration with renowned media artist, Susan Kosti, a rich array of lighting states create a constantly evolving work of art. Real-time AI sentiment analysis in tandem with Kosti’s lighting effect categories such as Travel, Culture, Music, Relationships and Personal Growth, personalised the experience for each guest. This resulted in thousands of unique lighting combinations as guests saw their hopes for the future come to light.
An Experience for All
Vivid Sydney is known for its overwhelming crowds with millions visiting over the 23 days each year, so Chorus of Light was purposely designed to maximise footfall with two distinct routes. This included a raised viewing platform for guests to see down into Chorus of Light and spectate as guests add their voices.
Maximising content capture and social sharing was thoughtfully considered throughout both routes with design techniques, such as mirrored finishes, used to make the internal structure disappear.
Tease, Live, Sustain
To generate continued interest throughout the 23 days of Vivid Sydney, we crafted a content campaign that ensured the target Gen MZ audience had multiple opportunities to discover the experience.
This included a launch film starring Samsung Team Galaxy members Rowi Singh, Tara Chandra and Joe Donovan, experience walkthroughs from each of them and a content series created in collaboration with multidisciplinary artist Ta-ku, who created the soundscape that enveloped guests in a symphony of sound.
Chorus of Light by Ta-ku
To ensure guests’ messages of hope lived on after Vivid Sydney came to end, we gave people the opportunity to have their messages sampled in an original track, inspired by the installation.
Created in collaboration with Ta-ku, Chorus of Light is available to stream on the Samsung YouTube channel. Listen now.
Results
- 344.7k+ experienced it IRL
- 84k+ turned their hopes into light
- 21,073 hours spent co-creating
- 209 pieces of media coverage
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
