Sophie Chen
Jul 29, 2013

Web series inspired by South Korean dramas promotes Samsung in Malaysia

KUALA LUMPUR – Samsung has launched 'Wind chimes in a bakery', a web series inspired by South Korean dramas, to promote its Galaxy S4 smartphone in Malaysia.

The integrated campaign, created by Leo Burnett Malaysia, kicked off with a 75-second trailer on 11 July. The series has eight episodes that will be hosted on YouTube. The first two episodes, “The Loss” and “The Love”, have already been released, and the rest of them will come up next month with the finale being aired on 30 August.

The series, tying in with the Galaxy S4’s theme and tagline of a “Life Companion”, tells a tragic love story about Adam, a boy reliving memories of his love Sue, who died of an illness, through a Samsung GALAXY S4.  

The campaign also includes a TVC, print, cinema, digital billboards and page takeovers.

"We set out to create a narrative that could extend beyond Malaysian shores,” said Eric Cruz, executive creative director at Leo Burnett Malaysia. “By collaborating with a Korean and Malaysian production team to tell this timeless love story, we created an experience which is not limited to Malaysia, but which is truly Asian.”


ECD Eric Cruz
ACD Kevin Larken
Writer Derek Yeo, Kevin Larken, Ng He Xiang
Art director Joshua Lim, Foong Mee Yee, Eric Cruz
Designer Foong Mee Yee, Yap Yi Ling
Agency producer Iskandar Siva
Client servicing May Song, Raymond Leong
Photography Studio DL
Photographer Quah Kwan Guan
Production house PRS Films
Director Jang Jae Hyeok
Director of photography Byun Jae Kun
Executive producer Fahzwan Fah Soong Thung, Kim Ha Yeon
Producer Song Jae Bok
Edit house VHQ Post
Music production Canang Studio

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