It's Not About Likes
Samsung – Leo Burnett – 2019

When everyone was talking about likes, Samsung foresaw a trend.

Most Gen Zers use social networks to express themselves creatively. How can Samsung talk to them without sounding like a boomer? We decided to create a hyper-connected movement. We came up with a bold new concept for social media: #ItsNotAboutLikes.

Case Film

From 2019 on, we set up the campaign across Instagram, TikTok, Snapchat and Facebook with activations and original content, working closely with athletes, artists and creators.

Launch Film @HeavyBaile / subtitles coming soon



CCO Marcelo Reis
ECD Wilson Mateos
CD Pedro Utzeri, Vinícius Stanzione
Copywriter Gabriel Lepesteur, Rondon Fernandes, Gabriel Lisboa
Art Director Eric Fernando, Thiago Strelow
CD Digital Bruno Tozzini
Account Team Fabio Brito, Mariana Nunes, Vitor Borragine, Fernanda Amadio