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Samsung ‘Master the power of the Angles’ viral

Agency: Viral Factory

Client: Samsung

Samsung has launched  a new viral film to promote its ST550 digital camera, a product which features unique design elements aimed to appeal to the social networking generation.

Research showed the manufacturer that a high percentage of photos are now ‘self-shots,’ which are taken to be put up on social network sites, so the camera incorporates the IE feature – an image screen on the front of the camera as well as the back - meaning the person taking the pictures can take better ‘self-shots’ of themselves and their friends.

In a nod to this audience, The Viral Factory has created a film inspired by the internet meme ‘Beware the Angles’, which reveals the truth behind some people’s very flattering profile pictures.

The campaign uses YouTube Hot Spots to interlink six different films into one, each with a different scenario and character, first showing their ‘good’ angle, then revealing the ugly truth.

The different characters include a witch, zombies and an alien, who conceal their identities in a variety of cunning ways.

“The Samsung research revealed that a surprisingly high percentage of photos are ‘self-shots’, so it’s brilliantly obvious to have a screen on the front of the camera as well as the back,” said, Viral Factory founder, Ed Robinson.

“These photos are mostly taken to be shared through social media, so our task was to find a relevant idea which spoke to this audience.  The ‘Beware The Angles’ meme felt relevant to us, and we thought we could take it a bit further.

He added, “Hopefully we demonstrate how even the most grotesque-looking of us can look sexy and cool by using the angles…And offer a couple of tips on how to make the most of the cheats yourself.”

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