Samsung Unveils Fantasy-Inspired Soccer Themed Campaign

Campaign Has Been Trailed By Mysterious Symbols Appearing At Games

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Samsung has revealed that it's behind a series of alien-like symbols and cryptic messages displaying the message #WinnerTakesEarth, that have appeared on landmarks and at games across Brazil, the United States, England, Germany and Italy. The marks are to promote the launch of GALAXY 11, a fantasy-inspired, soccer-themed campaign that will follow the journey of 11 of the world's best players as they come together and attempt to save Earth from alien domination. The multi-platform campaign will run across Samsung's GALAXY devices, online platforms and social media channels.

The first player recruited to join GALAXY 11 as team captain will be announced on November 11 across Samsung Mobile social channels and a campaign microsite. International soccer player Franz Beckenbauer will serve as the coach of the team and other international footballers will be named to GALAXY 11 in the coming weeks.

The work is by Cheil Worldwide (responsible for story development, creative concept, design, content creation, online & offline execution) and R/GA, San Francisco (responsible for the creative concept, design and execution).

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Nov 05, 2013
Cheil + R/GA
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