Creators into skaters: Iris launches 'First Flips' campaign with Samsung UK x Skateboard GB to prove anyone can skate
Samsung UK, in collaboration with global creative network Iris and Skateboard GB, has announced the launch of a new campaign, “First Flips”.
This new initiative aims to encourage more people to get on a skateboard and give the sport a go in the run up to the Olympic Games Paris 2024.
It is part of Samsung's broader 'Drop in with Samsung' platform, which seeks to boost awareness and consideration of Samsung's Galaxy Z Flip5 foldable phone among Gen Z across the UK.
@reganmia Unbox #FirstFlips package with me 🛹🤘🏼‼️looking forward to skate lessons with @StefaniNurdingxx @SamsungUK #ad♬ original sound - mimimoocher
The campaign is supported by a wider commitment from Samsung and Skateboard GB to help fund skateboarding lessons across the UK, following the Olympic Games Paris 2024.
Running until early July, 'First Flips' will leverage organic social media content via prominent talent’s Instagram, TikTok and YouTube channels, to reach and engage with Gen Z.
The campaign sees three cultural players – Yung Filly, ArrDee, and Mia Regan – embark on a skateboarding journey, each guided by seasoned coaches from Samsung’s Team Galaxy Skate talent.
Model and creative director Mia Regan will be coached by Stef Nurding, YouTuber and musician Yung Filly will be coached by Ashley Mercer, and Rapper ArrDee will be coached by Rianne Evans. These coaches will help turn the creators into skaters while capturing their progress on the Galaxy Z Flip5.
@arrdeetik My first unboxing… Haven’t skated in 10 years what could go wrong? 🛹🤟 @SamsungUK #ad♬ original sound - ArrDee
Each participant will receive a personalised skateboard and a Galaxy Z Flip5 to share their skating progress with their followers.
The highlights of their journey, including their best tricks, biggest fails, and funniest moments, will be compiled and shared across Instagram, TikTok, and YouTube.
Iris, the lead agency behind the campaign, has harnessed its Iris Inc offering, a specialist department built to create earned and owned content in partnership with talent and creators. Mia Regan, making her second appearance in the 'Drop in with Samsung' series, has also taken on a creative director role, selecting her crew and locations, and providing mood boards and storyboards for her content.
The campaign is underpinned by a strategic partnership with Skateboard GB, continuing the momentum of previous successful campaigns such as Samsung Flip Park, and aims to celebrate the skateboarding community and increase participation in the UK, while driving brand love and purchase intent for Samsung's foldable phones. Iris built the campaign strategy on insights obtained from YouGov research, which found skateboarding is growing in popularity among UK Gen Z consumers.
@yfilly Time to learn something new, my #FirstFlips 🛹 @SamsungUK #AD♬ original sound - Yung Filly
Credits
Client: Samsung UK
Agency: Iris London
Strategy:
Executive Strategy Director: Peter Wilson
Senior Director: Matt Rebeiro
Senior Consultant: Francesco Fiori
Client Leadership:
Managing Partner: Rachael Born
Group Account Director: Megan Smith
Senior Account Manager: Kelly Goldstone
Account Manager: Hannah Gregory
PR & Partnerships:
Head of PR & Partnerships: Rachel Byles
PR & Partnerships Director: Lucinda Potter
PR & Partnerships Senior Executive: Nobandile Mutseyekwa
Creative & Design:
Creative Director: Michael Boszko
Senior Creative: Nick Jowitt
Senior Creative: Matt Pickles
Design Director: Nick Roberts
Inc:
Strategy Director: Danielle Dullaghan
Social Strategist: Callum Ritchie
Production:
Lead Producer: Ellie Crew
Senior Producer: Shelley Miller
Producer: Guy Cain
Production Company: CYLNDR
Director: Chaz Callingham-Woods
Producer: Jake Parker
Skateboard Design: Blank Walls
Alex Harvey - Co-Founder
Louis Forte - Project Co-ordinator
Nic Mac (Yung Filly’s board) - Illustrator/Artist
Hatch (ArrDee’s board) - Illustrator/Artist
Andy Hulme & Leopards Lunch (Mia’s board) - Illustrator/Artist
Brand Partner: Skateboard GB
Chief Executive: James Hope-Gill
Head of Partnerships: Gareth Smart
Head of Digital Engagement: Neil Ellis
Talent:
Mia Reagan: IG: @mimimoocher, TikTok: @reganmia
Yung Filly: IG: @yungfilly, TikTok: @yfilly
ArrDee: IG: @arrdeegram, TikTok: @arrdeetik
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