Cheil Centrade signed Samsung’s campaign for the launch of S22 in Romania

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Cheil | Centrade has designed and implemented for Samsung Electronics Romania #22EpicNights campaign, part of the launch program of Samsung Galaxy S22 series.

The project included a series of special performances, both in retail and digital, the organization of #MakeNightsEpic event, a show in hybrid format, produced in partnership with Mindscape Studio, and a premiere for the Romanian communication market – the release of an original album, 22 songs dedicated to the creative manifestations of Generation Z, produced alongside DeMoga Music young artists.

Mihai Gongu, Executive Creative Director, Cheil | Centrade:

“The new generation of Samsung Galaxy phones perfectly illustrates the #MakeNightsEpic philosophy, through technological innovations that come with the latest models, at the forefront of the Nightography range solutions. As such, we set out to offer a scene to all those who unleash their creativity, starting with the magical hour from which the day meets the night. 22 Generation Z keywords will form the basis of a content platform that will continue throughout the year. Both through the S22 Epic Nights album, the first 22-track music album facilitated by a brand, as well as through the involvement of young people in creating videos for all these songs, but also through other surprises that will follow”

Simona Panait, Head of Marketing Division, Samsung Romania & Bulgaria:

“Samsung becomes the first brand to release an album entirely dedicated to content creators at night, specific to Generation Z. From gamers to skaters. From fashion designers to graffiti artists. Through the 22 Epic Nights album produced with the DeMoga Music team, Samsung Romania offers for the first time an epic scene to some of the most talented young music creators, to be closer to the AllOut Generation”

Raisa Soare, Group Creative Director, Cheil | Centrade:

“We’re over-the-moon to be able to unveil the first clip from #22EpicNights for the album’s first hit – “Play on Ideas” by Tedisaster x GoME. The video is signed by director Iulian Moga and filmed entirely during midnight on the streets of Bucharest, exclusively using the camera of a Galaxy S22, to demonstrate the exceptional skills in Nightography mode. Tedi, GoME, Iulian, the choreographer Chady Awad and his team of dancers were extraordinary, and they managed to release probably one of the coolest music videos of the moment. We cannot wait for the next tracks and clips from the album”

Simona Costea, Business Leader, Cheil | Centrade and Samsung account coordinator:

“We are proud that the album’s idea, which came during the launch pitch, was implemented in such a spectacular manner. Congratulations to the Samsung Electronics Romania Team for the desire to constantly innovate and offer epic experiences to the Romanian consumers, developed locally, for maximum relevance, with impact on both the Samsung fans loyalties, but also in attracting new audiences at a business level” .

On the event’s web page,, Samsung fans were invited to discover 22 different ways to explore the night, all full of inspiration, adrenaline, and pure creativity. All these forms of manifestation of creativity inspired the essential ingredient for a memorable night – music.


Cheil | Centrade Credits

Mihai Gongu – Executive Creative Director
Simona Costea – Business Leader
Raisa Soare Șendroiu – Group Creative Director
Dragoș Boțcău – Senior Art Director
Corneliu Radu – Senior Copywriter
Răzvan Mitoiu – Senior Art Director
Ana Constantin – Art Director
Camelia Cucu – Digital Account Manager
Petruța Ciuică – Social Media Manager
Monica Garbur – AV Producer

Samsung Credits:

Simona Panait – Head of Marketing Division, Samsung România & Bulgaria
Corina Sandu – Campaign & Categories Manager, Samsung Electronics România
Oana Mîță – IM Campaign & Category Supervisor, Samsung Electronics România
Ioana Mârzac – Sigarteu – Communications Manager, Samsung Electronics România

Production Credits:

The song was composed and produced in the @DeMoga Music studios
Produced by GOME

Music: GOME, Tedisaster
Text: Tedisaster, GOME, Raisa Soare Șendroiu

Directed by & DOP: Iulian Moga

Edited and colorized by: Marian Ene @ Rough Cut Studio

Executive Producers: Raluca Constantinescu & Andrei Enescu
Coreography: Chady Awad