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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Samsung and Leo Burnett Launch Global Brand Campaign for Galaxy S8

New films, digital and outdoor assets include “The New Normal,” “Breaking Out,” “Whale” and “Astronaut”

This week marks the rollout of the global integrated brand and product campaign by Leo Burnett and Turner Duckworth to promote the new Samsung Galaxy S8 smartphone. The device debuted March 29 in New York at Samsung’s “Unpacked” event.

“Our brand work is the first articulation of this evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy that meaningful progress can only happen when you dare to defy barriers,” said Pio Schunker, SVP, global head of integrated marketing, mobile communications business at Samsung Electronics. “Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”

Two popular spots by Leo Burnett Chicago, “The Ostrich” and “This is a Phone,” were previously released and have racked up more than 17 million and 40 million views, respectively. “The New Normal,” by Leo Burnett Chicago, and “Breaking Out,” by Leo Burnett Chicago and Leo Burnett Sydney, continue the the campaign’s momentum.

Set to The Beatles’ song “Across the Universe,” “The New Normal” tells a story through the eyes of a generation that, thanks to Samsung innovation, is living the promise of the campaign’s slogan: “#DoWhatYouCant.”

“Breaking Out” highlights the Samsung Galaxy S8’s revolutionary new “Infinity Display” by literally smashing the borders off a normal phone.

“Great brands have a purpose and a point of view about life. Samsung stops at nothing to create impossible technologies so that people can do impossible things,” said Mark Tutssel, global chief creative officer of Leo Burnett Worldwide. “The empowering message of ‘#DoWhatYouCant,’ introduced during the 2016 Olympic Games, helped Samsung become one of the most visible brands during the Games. Now, this new campaign continues to push the boundaries of emotional storytelling to connect with people in a powerful fashion. It’s a brand living its purpose.”

In addition to these short films, Samsung is also rolling out a series of digital, social and out-of-home activations across the globe, such as “Whale” and “Astronaut.”

The collection of work by Leo Burnett Worldwide and Turner Duckworth extends the philosophy of how Samsung’s products continue to defy conventional categories.