The Samsung Galaxy S9/S9+ had one of the most technologically advanced smartphone cameras in the world. NZ’s millennials crave fame and love broadcasting their lives through photos, but they had no strong connection to the Samsung brand. So we staged an epic New Zealand first. We put our ads in the hands of festival-going millennials across the country. Their shots were live-streamed to our digital supersite on one of Auckland’s busiest streets. Fans could see their own images on the big screen, giving them the fame they craved and a powerful new connection to the Samsung brand.