Brand: Samsung MX

Campaign: The Bad Luck Club

Brief: “Rethink what a phone can do”

Idea: Introducing The Bad Luck Club—the first-ever support group for those who’ve experienced the frustrations of phones that fail them when they’re needed most. This campaign humorously unites people whose phones couldn’t survive the mishaps of daily life: accidental drops, unexpected water spills, clumsy moments, and all the chaotic events that we can’t always control.

In The Bad Luck Club, we bring together stories of real (and relatable) bad-luck moments, offering a light-hearted look at all the ways people’s old phones have let them down. But there’s hope: Samsung’s latest devices are engineered to take on these challenges, redefining what a phone can withstand and proving that bad luck doesn’t have to mean a broken phone.

Writers team: Javier Manzanera, Renée Alegría, and Daniel Peña.