IDEA
How do you prove that a foreign language does not have to stand between people and the world they want to explore? At Zorza Festival, we built an immersive piece of South Korea in Poland. A Korean restaurant, beauty salon, fashion store and park — with every menu, price list and sign written exclusively in Korean. Participants were given one tool to help them understand it all: Samsung Galaxy S25. With AI integrated directly into the system, the phone’s camera translated Korean text in real time. Unfamiliar characters became menus, directions and information needed to complete each challenge. Those who survived the experience unlocked access to limited drops of Korean streetwear.
PROJEKT
Korea Survival
KLIENT
Samsung
Zorza
AGENCJA
VML
MOJA ROLA
Creative Lead
Art Director
Designer
RESULTS
Over 80,000 interactions with Gemini — 120% of the target. A 65% increase in consideration of purchasing a Galaxy with Gemini. Over PLN 80,000 in sales generated through the experience. A foreign language turned into an experience. A barrier overcome with Galaxy S25.
CREDITS
ASSOCIATE CREATIVE DIRECTOR
Patrycja Rusnak
Robert Antolak
CREATIVE LEAD
Jarek Michalski
CREATIVE TEAM
Jarek Michalski
Rafał Krause
SCENOGRAPHY
Zuza Słomińskia
MOTION DESIGN
Stanisław Prokopczuk
SWORDS ATHLETICS
Karol Klepacki
ACCOUNT MENAGER
Agnieszka Bilik