Client: Singtel x Samsung
Like it or hate it, AI has become a very integral part of our everyday lives. Singtel, in partnership with Samsung, set out to encourage more Singaporeans to embrace the use of AI.
But with AI constantly being at the centre of controversy, we had to be careful with our approach. So, naturally, we went with the most controversial take—AI can help you be more human.
We positioned Galaxy AI as a tool people can use to take care of tedious, menial tasks so that they can go out and, well, be more human. Watch a movie, take longer naps, spend more time with their loved ones.
Because when AI takes care of the doing, people can spend more time living.