Can Your 🍎 Do That?

Samsung showed the world they can do more with an apple than Apple has ever done.

↓ Case Study ↓

Can Your 🍎 Do That?

▸ Film feat. Jaden Smith

▸ Can Your 🍎 Do That? ▸ Film feat. Jaden Smith ▸

So we asked Gen Z one simple question:
Can Your Apple Do That?

We launched the campaign with Gen Z celebrity and influencer Jaden Smith using Galaxy AI features that Apple doesn’t have on a real apple fruit.

Social Film posted by Jaden Smith

The ad is a clever way to revive the brand rivalry between Apple and Samsung.

Can Your 🍎 Do That?

▸ Packaging Activation

▸ Can Your 🍎 Do That? ▸ Packaging Activation ▸

Then we sent influencers an apple box. But with a different apple inside and one instruction.

@samyigolf exploded an 🍎

@drexlee inflated an 🍎

@antxana made an 🍎 disappear

Can Your 🍎 Do That?

▸ The Big Apple

▸ Can Your 🍎 Do That? ▸ The Big Apple ▸

Where’d we go next? The Big Apple obviously.

We invited influencers and their followers to spend a day in the Big Apple they couldn’t have with Apple — all thanks to Galaxy AI.

Can Your Apple Do That by @victoriajameson

A Day in the Big Apple by @jamesandcaleigha

Then we went to the core of the Big Apple — Times Square
telling everyone to cut their apple out of the picture. Literally.

Times Square, NYC

Can Your 🍎 Do That?

▸ Results

▸ Can Your 🍎 Do That? ▸ Results ▸

The campaign was very fruitful. Fans went off in the comment sections, and Samsung went viral for the first time on Instagram. By the end, there was no question that Samsung can do more with an apple than Apple has ever done.