Samsung GS8 - The Wettest Town Showdown

Campaign: The Wettest Town Showdown
Brand: Samsung Galaxy S8
Agency: Leo Burnett
Role: Director

Brief

Middle Australia didn’t see Samsung as a brand made for Aussie living. To launch the water-resistant Galaxy S8, the brief was to create a film that blurred the lines between documentary and long-form branded content—anchored in a real, uniquely Australian rivalry. For over 70 years, the neighbouring towns of Babinda and Tully in Far North Queensland have debated which is the official “Wettest Town in Australia.” Our challenge was to settle the score by making a film that felt authentic, entertaining, and distinctly local.

The Galaxy S8 had a clear role to play: the locals were to use it to gather photo and video ‘evidence’ of rainfall as part of their case. These moments—floating down rapids, braving storms, or simply capturing downpours—allowed the device to shine naturally within the story, as it was exposed to the wet elements throughout.

Approach

My role as director began with reshaping the narrative. The original concept was overly scripted, but the story called for something more grounded. I proposed a mockumentary style—keeping the core of the real-life rivalry intact, while blending in scripted comedy through the addition of a fictional meteorologist character. This allowed the story to stay true to the locals’ personalities while delivering Samsung’s message in an engaging way.

I led casting and location scouting, interviewing locals and building trust to make sure they felt comfortable on camera. I also directed all performances—from coaxing natural moments from non-actors to guiding the comedic timing of our fictional lead. The balance of real testimonials and scripted humor blurred the lines between fact and fiction, adding to the film’s charm and shareability.

Impact

The film launched across YouTube, Instagram, and Samsung’s social channels as a 3-minute master and a series of character-focused shorts. It reached 3 million views and up to a 50% view rate, outperforming benchmarks and earning media coverage in local and state news.