‘The Marketplace’ opens with busy vendors trying to sell the film’s lead character poor-quality, heavily pixelated 8-bit computing-style fruits and weapons. It becomes obvious that this is a metaphor for the mobile game market, with the hero soon being lured down an alleyway by an Alice-in-Wonderland-inspired white rabbit straight to an underground scene populated by darker characters and merchandise – all in full HD quality. The ad ends with the line: ‘Playtime is over.’
Directed by Matthijs Van Heijningen, the live-action elements were filmed on location in Kiev and the original music was composed by Goldstein Music.
“This was a dream brief from our partners at Samsung. To launch a new processing unit, targeted at hardcore gamers, is an incredible opportunity,” said Stu Royall, creative director at BBH.
“Together, we’ve constructed an incredible, alternate universe full of rich detail, dangerous characters and even more dangerous weapons. There are even a few additional details hidden in there to reward the most eagle-eyed gamers.”
The Exynos 2200 is billed to revolutionize the quality, speed and sophistication of mobile games when the processor chip is built into next-generation mobile phones launching this year.
“We wanted to implicitly express how the Exynos 2200 processor will bring differentiated gaming experience on mobile, in a short condensed fashion,” added Changwan Kim, brand manager at Samsung Electronics.
“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 campaign will run until the end of February and will be supported across various social media channels.