Samsung launch Animated Snapchat Geofilters on Christmas Day, in UK first

Samsung presents the gift of beautiful illustration this Christmas

London, 22 December 2017 – Christmas Day is one of the most exciting and joyful times of the year and this year Samsung wanted to give people a gift of its own. Collaborating with 4 talented UK artists (Daisy Emerson, Alex Tait, Laura Callaghan and Crispin Finn, a partnership of Roger Kelly and Anna Fidalgo) they have created a series of Snapchat filters, each design celebrates that “giving is a gift to be shared” and brings to life a particular moment of Christmas Day.

Samsung have created some amazing moments for Snapchat users throughout 2017 including the Share The Stage festival lens with Charli XCX, which was the most shared Samsung UK content of the year and made Snapchat’s top 5 most played-with brand lenses. This Christmas activity is Samsung’s first foray into day parted Snapchat filters, which allow a series of different filters to be consecutively accessible throughout one 24 hour period.

Social listening data was used to determine the timing and theme of each individual filter. Based on this data, Christmas Day was segmented into five key time periods that reflect the joy of giving and receiving gifts at Christmas

1. 00:00 – 6:00: The gift of…. wait and see

The filter for those who can’t sleep, eagerly anticipating the day and can’t wait to give and receive their gifts.

2. 6:00 – 9:00: The gift of… surprise!

The filter for the early risers, straight out of bed and can’t wait to give their gifts!

3. 9:00 – 12:00: The gift of… giving

The filter for the gifting majority, when most people are giving presents and wishing those they’re not spending the day with a Merry Christmas.

4. 12:00 – 18:00: The gift of… lunch/turkey/cracker hats

The filter for the Christmas lunchers, when the majority are giving their time, enjoying their food, crackers and merriment.

5. 18:00 – 23:59: The gift of… hugs all round

The filter for appreciation, when people say thanks for their gifts and for the Christmas moments they have shared with friends and family.

Alex Tait , illustrator, said “Samsung approached me to illustrate a filter for Snapchat on Christmas Day – the idea being it would be a gift from Samsung to their users. I wanted to capture the idea of giving in a playful way”