Samsung Brings Aussie Rivalry to Life for Galaxy S8 and S8+ in New Work via Leo Burnett, Sydney

Samsung Electronics Australia has today revealed a new local advertising campaign via Leo Burnett, Sydney for its flagship Galaxy S8 and S8+ smartphones, shining a spot light on one of the country's most contentious debates between two rural communities- who is Australia's wettest town?

For over 70 years, the remote Queensland communities of Babinda and Tully have each vied for the coveted title using rainfall and deluge as metrics to determine the victor. A good humoured and healthy competition has developed over the years driving tourism to the region and in 2003, saw Tully erect its own monument to the saga, the Golden Gumboot.

For Samsung, there was no better setting to showcase the recently launched Galaxy S8 and S8+ in action highlighting the key features of IP68 water resistance, new Infinity Display and 8MP, low-light compatible front facing camera for exceptional selfies than in Queensland's Babinda and Tully.

Says Richard Fink, vice president for IT and mobile, Samsung: "The wettest town showdown brings together quintessentially Australian story that has spanned generations across the communities of Babinda and Tully and connects this with the way our smartphone technology can play a role in everyday lives.

"The story also had great synergies with our brand. At Samsung, we develop technology that enables our customers to live without boundaries which 'The Wettest Town Showdown' story communicates."

Samsung, 'The Wettest Town Showdown' was conceptualised by creative agency Leo Burnett Sydney, and features some of the real-life residents of Babinda and Tully, using the Galaxy S8 and S8+ to capture life in the wettest towns of Australia.

Says Vince Lagana, ECD, Leo Burnett Sydney: "Having worked on the global launch of the Samsung Galaxy S8/S8+ we really wanted to bring some Australian colour to this local extension of the 'unbox your phone' campaign. As with all our Samsung work, we wanted to demonstrate their commitment to creating products with a real human purpose. Samsung's technology exists to help people live more fully and more freely, and The Wettest Town Showdown is a refreshingly fun demonstration of that; using real people and a real story."

View the campaign hub.

Concept and execution: Leo Burnett Sydney
Production Company: Rabbit
Director: Craig Rasmus
Publicity: Edelman Australia
Media: Starcom