We realised that a new kitchen (yes, Samsung make kitchens) often marks a new chapter in life: a first baby, a new home, retirement, kids leaving for college.
 

So we created a film that shows how kitchens sit quietly at the centre of a family’s journey through change.
 

The film travelled across paid social, with shorter cuts on Pinterest blending seamlessly among non-Samsung content, making it onto people’s boards and eventually into their homes.
 

By tapping into relevant search trends around life-change moments (from school supplies to organisation tips), we met people when they were already planning their next chapter.