Unleashing AI. Awakening the Dragon.
The Galaxy S24 launch in Vietnam introduced AI Galaxy — Samsung’s first step in bringing generative AI to the everyday phone. Beyond a feature reveal, the campaign positioned AI as a force of liberation, freeing users from ordinary limits.

To root this breakthrough in local pride, we created the AI Dragon — a visual icon inspired by Vietnam’s mythical dragon, symbolizing wisdom, resilience, and rebirth. The AI Dragon became the face of the campaign, merging tradition with technology to declare a new age of Vietnamese empowerment.

By tying cutting-edge AI to a national awakening narrative, Samsung transformed a tech feature into a cultural movement. The launch sparked pride-driven conversations, positioning Galaxy S24 not only as a smartphone, but as a symbol of progress — a tool for Vietnam to rise fearlessly into the future.