By capitalizing on the widely publicized reunion of Hins Cheung at Tyson Yoshi and Christy’s wedding in Italy, Samsung brought the trio together to promote the new Galaxy Z Fold7 through a long-form content campaign—Unfold the Taste of Life (打開極致之味). Once again, NoTwo HK served as the creative agency behind the campaign. 

The Idea and Strategy

Instead of opting for a traditional scripted ad, the campaign leveraged the trio’s authentic friendship and natural chemistry as they Unfold The Taste of Life at 三星軒宮御膳房. A 20-minute video, filmed using the Galaxy Z Fold7, captures a heartwarming cooking session among the friends. The phone’s key features are woven seamlessly into the organic narrative, emphasizing real-life connections rather than a hard sell.

The campaign tagline, “Unfold the Taste of Life” (打開極致之味), conveys that Unfolding the Galaxy Z Fold7 is like savouring a perfectly curated tasting menu, reflecting a passion for excellence and refined taste designed to enrich life’s most cherished moments.

A content-first distribution strategy was adopted, launching the full 20-minute video on Hins Cheung’s YouTube channel to leverage his subscriber base and drive significant organic engagement.

The Teaser – Hins Cheung Unfolds The Taste of Life

Hins shared on his Threads account his excitement about preparing food and buying coconuts for Samsung’s shoot. The post garnered over 380,000 views in less than 3 weeks.

張敬軒：(椰皇) 咩size 為之大呢？
生果檔靚姐：好似你個friend Tyson Yoshi個心口咁大，就差唔多！
Tyson：咁都唔係好大啫！

To further build anticipation for the campaign, we released a short video showing Hins preparing a special meal for the newlyweds. From prep to plate, Chef Hins carefully selected the finest ingredients and perfected each step with care. 

The Campaign’s Core – The Trio in Action「三星」聯手

To move beyond a traditional product demonstration, we showcased the trio’s dynamic interaction in a 20-minute video. The narrative begins as the couple arrives at Hins’ place, where he puts their teamwork and cooking skills to the test. Laughter starts in the kitchen and spills into the living room. These heartwarming and genuine moments made the technology feel accessible and integrated into daily life.

Scope of Work

• Creative Development
• Project Management
• Celebrities Line Up & Management
• Video & Photo Production