Samsung: Thadingyut in Our Hearts with Galaxy AI

Thadingyut, the festival of lights, is when Myanmar families gather, honour elders and remember. It is also a crowded season for brand messaging. Samsung wanted to build an emotional connection with audiences during the festival while showing what Galaxy AI can do.

The difficulty was tone. AI features had to feel relatable and heartwarming, tied to people's own memories and traditions, rather than a list of specifications.

Ruder Finn Era positioned Galaxy AI as a bridge between tradition and innovation: a way to preserve and reimagine the moments people hold dear. The campaign asked users to create and share their most unforgettable Thadingyut moments as AI-generated images, and to post them with the campaign hashtags to enter a festive giveaway of Thadingyut pocket money.

The team developed the visual identity and communications plan, managed the campaign and moderated participation, and ran post-campaign sentiment analysis, which found 80 percent of reactions positive and the remainder neutral stickers and well-wishes.