LONDON, U.K. – 3^rd November 2025 – George Orwell, The Simpsons and David Bowie have been named among the top cultural visionaries who predicted the world we live in today, according to a new UK study by Samsung.[1]

The study was commissioned to mark the launch of Samsung’s Can Your Phone Do This? campaign which celebrates the incredible capabilities of Galaxy AI, empowering users to reshape daily life through unprecedented possibilities in communication, creativity and connection.

The research asked 2,000 Brits to identify the cultural figures — from TV, music, film, and beyond — who most accurately predicted the technological and societal shifts that define modern life.

And while expected names like George Orwell appear on the list, it’s the unlikely prophets from pop culture who are really turning heads.

THE VISIONARY HALL OF FAME

Top 10 cultural icons who saw the future before the rest of us:

1. George Orwell – the author of 1984 noted that the world we live in isn’t always black and white, but more about who’s telling the story
2. The Simpsons – From space tourism to autocorrect fails and smartwatches – somehow, the sitcom that has been running for over 35 years has predicted them all
3. David Bowie – Said the internet would “change society beyond all recognition” in the ‘90s – including how we create, connect, and exist
4. Captain Kirk from Star Trek – Talking computers, foldable phones, smartwatches and tablets all beamed into household TVs as early as the ’60s
5. Ridley Scott –foresaw AI and biometric ID in stunning detail in 1982’s Blade Runner
6. Kate Bush – pre-empted the rise of social media in her song ‘Deeper Understanding’ where she sang about someone turning to their computer for companionship
7. Roald Dahl – Created a blueprint for influencer culture in Charlie and the Chocolate Factory with characters such as Veruca Salt, Violet Beauregarde and Mike Teavee
8. Ross from Friends – Yes, really. In 1999, he joked AI would be smarter than us by 2030 – and here we are with 5 years to go!
9. Prince – predicted online dating and virtual relationships in his album, 1999, which was released over 40 years ago, with songs about how intimacy will become automated
10. Bjork – saw the rise of social media in the 1990s and 00s when she predicted that technology wouldn’t just be functional, it would become deeply personal and emotionally expressive

Brits also identified the top five real world innovations they remember seeing in pop culture before they became a reality, with self-driving cars, artificial intelligence, video calling, voice assistants and smart watches among them.

Almost seven in ten (68%) also agree that today’s AI-powered smartphones feel as though you are carrying the future in your pocket.

Almost a quarter (24%) admit to using AI apps or assistants on their phones daily. Asking factual questions (43%), composing messages or emails (22%), photo/video editing (22%) and translating speech or text (23%) are among the most used AI functions Brits turn to as they navigate life.

Annika Bizon, Mobile Experience VP of Product and Marketing at Samsung UK&I, said:

“68% of Brits are amazed that these once-futuristic predictions are now part of everyday life, with over half crediting AI for boosting general knowledge and creativity. With Galaxy AI, we’re not just keeping pace with the predictions of modern-day visionaries, we’re actively shaping what comes next. We’re turning tomorrow’s possibilities into today’s realities, because when you hold the future in your hand, you’re not just ahead of the curve, you’re defining it.”

With technology advancing at pace, more than half (68%) of Brits say they wish they had access to AI technology such as Live Translate, Note Assist, and Audio Eraser, all of which are among the many new Samsung Galaxy AI innovations.

Galaxy AI has redefined what it means to live freer and smarter through a suite of industry leading features.[2]

With Audio Eraser[3], phone users can remove pesky background noise to leave a clear and crisp sound. Unwanted objects and people can be removed from photos with ease thanks to Generative Edit[4], while Live Translate[5] allows users to chat across languages instantly and Drawing Assist[6] turns doodles into masterpieces at the touch of a button, demonstrating that with Galaxy AI, the future really is here, can your phone do this?

Find out more about Galaxy AI here.

[1] Survey of 2,000 people facilitated by 3Gem in October 2025.

[2] Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features.

[3] Samsung account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. Results may vary depending on audio source & condition of the video.

[4] Generative Edit feature for Photo Assist requires a network connection and Samsung Account login.

[5] Samsung account login is required. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Available in 20 languages from launch.

[6] Drawing Assist feature requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

Tasking Fearne to do a Christmas shop, tracking her energy score using the Galaxy Ring to see how getting on top of the Christmas list can help your wellness this festive season.

LONDON, UK – 12th December 2024 – Samsung Electronics Co., Ltd – Fearne Cotton, broadcaster, author and Samsung Ambassador, takes on a Christmas challenge to uncover the surprising ways festive shopping can contribute to improving your wellness.

For many, the holidays can be a stressful balancing act – from finding the right gifts, to deciding whether to brave the busy shopping crowds, to keeping your wellness routine in check.

With a quarter of Brits wanting to prioritise their wellness this Christmas (25%), Fearne shows how a festive shopping trip can clock up more steps than the average 5K run and tick off the to-do list whilst you’re at it.

Tasked with buying gifts for her nearest and dearest, Fearne raced against the clock to tick off her shopping list, armed with the Galaxy Ring. Racking up an impressive 8,356 steps in under 2 hours, Fearne demonstrates how Christmas shopping can help you reach your wellness goal without too much intent.

With a high energy score of 80, tracked via the Samsung Health app, Fearne proves that even amidst holiday stress, staying active is achievable.

Encouraging the nation to focus on their well-being this Christmas, Fearne Cotton said: “Christmas is one of my favourite times of the year – I love how magical it is for the kids – but it can be stressful and my routine can really take a hit. From hitting the shops to decorating the tree, there are plenty of ways to still stay healthy and make time for relaxation.

Some of the things I do to manage stress and keep on top of wellness this time of year include: 

• Getting my sleep – I really try to make sure I’m getting a good night’s rest. 
• Go outside – Whether I’m popping out for a walk or just stepping outside to clear my head, it’s such a great way to reset. Over Christmas it’s the perfect excuse to get the kids out of the house too. We all need a bit of space.
• Accept that routines change – I know it might be harder to get out for a run this time of year and I just accept that. Instead, I try and pick a couple of things I want to do a day and that’s it, I don’t beat myself up about it. 
• Take it easy on yourself – Being in charge of Christmas is a lot of pressure. I try and remind myself Christmas will be fun no matter what happens. 

“I recently started tracking my energy levels, activity, and sleep with the Galaxy Ring which has helped keep me accountable with my wellness, especially in the Christmas hustle.  Remember, the holidays should be a time to enjoy yourself, so it’s important not to feel guilty if you’re not dedicating as much time to your usual routines, as chances are the Christmas to-do list is keeping you active!”

Research reveals that Brits find Christmas shopping a daunting task with almost two-thirds (65%) feeling the pressure of finding the right gift, 40% wanting to avoid queues and 26% in fear of pushy crowds.

So, it’s no surprise that over half (57%) of people find Christmas the most stressful time of the year. Despite this, wellness is still top of mind with many wanting to stay active and eat healthy (31%) and get a proper night’s sleep (30%).

Annika Bizon, Director of Marketing, Omnichannel & Head of Ireland – MX Division, Samsung UK explains: “We can put a lot of pressure on ourselves at Christmas time. From pleasing everyone around us to wanting the festivities to run seamlessly, it’s easy to feel like your wellness has become a second priority. With the help of technology like the Galaxy Ring, we can keep track of how active we’re being, even during the Christmas shop, and feel reassured that we’re meeting wellness goals.”

The Samsung Galaxy Ring has three built-in sensors that monitor your health around the clock, from heart rate to sleep patterns to activity levels, and uses Galaxy AI to analyse the data and provide personalised tips for improving your wellness*. Designed with a lightweight, water-resistant, titanium frame and sleek, concave design that’s comfortable for easy wear.

Find out how the Samsung Galaxy Ring can help you keep on top of your wellness: https://www.samsung.com/uk/rings/galaxy-ring/galaxy-ring-titanium-black-size-5-sm-q505nzkaeub/

The UK’s top 10 Christmas stressors revealed:

1. Crowded stores and long queues
2. Finding the perfect gift
3. Feeling like there is too much to do
4. Wrapping piles of gifts
5. Last-minute shopping panic
6. Cooking for large groups of people
7. Pressure to attend social events
8. Dealing with difficult family members
9. Trying not to overindulge
10. Falling out of a routine

Research carried out by OnePoll on behalf of Samsung, 25th – 28th November 2024, 2000 respondents, UK adults who celebrate Christmas

*For Samsung Health AI features, the health data tracked from Samsung Galaxy Ring must be synchronised with the Samsung Health app. Needs at least the previous day’s activity and sleep data, and heart rate data during sleep. Not intended for use in detection, diagnosis, treatment of any medical condition. Galaxy Ring must be paired with a smartphone with Android 11.0 or above and minimum 1.5GB Memory. Galaxy Wearable app, Samsung Health app (v6.27 or above) and Samsung account login are required. Service availability may vary by country or region.

Additional stats:

• Brits turn to planning (41%), budgeting (35%) and getting ahead of schedule (25%) to combat festive stresses.
• 33% say they have lost sleep due to worrying about everything they need to get done during December.
• A third prefer to get their present shopping done well in advance, one in 20 admit they leave it to the last minute.
• 30% aim to stick to a set festive budget (29%).
• 21% prefer to shop in person and a quarter would rather buy their gifts online.
• Six in 10 of those who shop in person (62%) like to see and touch their products before they buy them.
• 36% shop in person because they enjoy the festive atmosphere.

However, flash users have been called out as the ultimate vibe killers, with over a third (37%) of UK adults saying they can’t stand the flash, or it makes them feel awkward.

And social scenarios are also a cause for concern. In fact, when out and about with peers, over a quarter (27%) of UK adults avoid being captured altogether, for fear of a bad photo.

The study commissioned by Samsung (for the newly launched Galaxy A54 5G) found over half hate having an impromptu photo, as they worry it will capture their ‘bad side’. As many as six in 10 will make people swap places with them if they are on their bad side in a picture.

To convince the UK to go ‘flash off’ and perfect their picture snapping with every shot, Samsung is working with Fearne Cotton, to shine a light on the Samsung Galaxy A54 5G and its awesome Light Boosting capabilities.

Following her own share of ‘flash ‘fails’ Fearne Cotton, Samsung Ambassador, Broadcaster, Author and Founder of Happy Place, said: “I’m no stranger to an unflattering photo and know how annoying it can be when bad lighting ruins a photo. Whether I’m trying to capture a picture of my best mates at dinner or a sweet photo of my kids, a lovely moment can be bleached out if you get too flashy.

“However, you don’t have to miss out on capturing those beautiful moments and you can start with abandoning the flash all together”

Further to this, UK adults have also said flash makes them feel anxious (22%) and highlights their blemishes (24%). 

To avoid dodgy photos for good, Fearne Cotton shares her hacks for capturing post-worthy pictures:

1. Don’t overthink it

Try to avoid letting your inner perfectionist scrutinise every part of the photo. Pictures are meant to capture moments and the best ones are those which show real joy, so don’t feel like you need to be properly posed for every shot. Social media has changed how we take photos and has almost wiped-out un-posed pictures. In my opinion, candid can be the best. Especially if you’re belly laughing.

2. Smile

There is no better addition to a photo. When we believe we have a better side or feel insecure about how we look we might worry too much about capturing our best angle and pouting or posing. I say, drop the pout and give your biggest grin as everyone looks best smiling. A happy face equals a happy photo.

3. Use natural lighting

You can have the perfect setting for a photo, but without the right lighting the picture might not translate on screen. We’ve all been there where flash has overexposed and ruined a beautiful shot of your mates on a night out or the family stood in front of a sunset. Instead, opt for natural lighting, even in the evenings– with Samsung’s Galaxy A54 5G device, low-light settings show up brighter without the need for flash, thanks to light boost technology.

The nation’s top photo fears:

• Flash washout or red eyes
• Looking too forced
• Grainy and blurry picture quality
• Getting the right lighting
• Being on my bad side

The Galaxy A54 5G delivers stunning images with clear quality. For adventures after dark and in low light conditions, say goodbye to harsh flash with Light Boosting technology. Night Mode enables users to capture the brightest and clearest photos at night, using intelligent AI Pixel technology to broaden the camera’s pixel size and capture more detail. With the largest camera sensor yet in a Galaxy A Series device and optical image stabilisation, users can take blur-free photos and smoother videos even in low light environments.

For more information about Galaxy A Series, please visit Samsung.com here.

Methodology

• Research was commissioned by Samsung UK & Ireland and conducted by OnePoll.
• OnePoll surveyed 2,000 UK Adults in May 2023.

• An intimate portrait series shot exclusively by renowned photographer, Ben Weller, on the all-new Samsung Galaxy S23 Ultra, which revolutionises the way photos can be captured, even in the lowest of light.

• Images have been brought to life with ‘The Light Shift Gallery’, a virtual experience narrated by Samsung Ambassador, Broadcaster, Author and Founder of Happy Place, Fearne Cotton.

LONDON, UK – 28^th February 2023 – Samsung Electronics Co., Ltd: Night shifts are on the rise, with nearly half (44%) of UK night workers now preferring to work alternative hours versus a traditional 9-5.

The research commissioned by Samsung (for the launch of the Galaxy S23 Ultra) also revealed that when it comes to the benefits of overnight grafting, 18–34-year-old night workers said the hours suit their lifestyle (49%), they feel joy from experiencing moments they wouldn’t usually in the day (37%), and they are more creative (23%).

Other key motivators behind this workforce ‘shift’ include peace and quiet (39%) with less or no people in the workplace, earning more money (35%) from getting more done and avoiding rush hour madness (33%).

However, whilst these shifts are on the rise, surprisingly, over a third (38%) wouldn’t consider working overnight as they deem the traditional roles ‘boring’. But they are about to be proved otherwise.

This comes as Samsung partners with specialist portrait photographer, Ben Weller, renowned for shooting celebs such as Saoirse Ronan and Josh Hartnett for the likes of Vogue and GQ, to shine a light on the inspiring stories of everyday people burning the midnight oil in unexpected ways.

The nation can explore these images in ‘The Light Shift Gallery’, a virtual exhibition narrated by Samsung Ambassador, Broadcaster, Author and Founder of Happy Place, Fearne Cotton. This launched today at: SamsungLightShiftGallery.com.

From the farmer caring for a new life at dawn, to the florist making overnight masterpieces. Armed with the new Galaxy S23 Ultra and its standout low light capabilities, Ben and Samsung scoured the country to capture an exclusive series of compelling portraits, of some of the nation’s most inspiring characters having all kinds of epic experiences whilst the rest of the world sleeps.

Helping to spread the word to young adults across the UK, Fearne Cotton, Samsung Ambassador, Broadcaster, Author, and Founder of Happy Place said: “Through my long career in broadcast, I understand the creativity and joy that can take place during the darker hours or morning twilight. From my early days radio presenting and now doing the Happy Place podcast and writing books – I get a real buzz seeing all the varied and creative work that happens before the sun is up. 

“I hope this beautiful series of smartphone portraits inspire others who don’t work conventional hours. They’re shining the light on all those who work hard when many others are sleeping.”

Of the collection, Ben Weller, Portrait Photographer, commented: “I’m passionate about my photography having a strong sense of narrative, so when I learnt about all the interesting things our ‘Light Shift’ grafters were doing, I couldn’t wait to help share their stories. I normally shoot my projects on film, so this was my first time using a smartphone, but the Galaxy S23 Ultra’s Night Mode allowed me to take crystal clear images, even on the darkest of shoots. I’m excited for the nation to get a real sense of the overnight magic I’ve experienced.”

The ‘Light Shift’ Characters

Fearne Cotton, Samsung Ambassador, Broadcaster, Author and Founder of Happy Place, Richmond

• Fearne has long been an early bird, working irregular hours to suit her busy entertainment career. She now enjoys getting up pre-sunrise to get some writing away, using her Galaxy S23 Ultra to scroll for inspiration.

Photo credit: Priit Palumaa

Eric Emms, ‘The Stargazer’, Baker Street Irregular Astronomers, London 

• The founder of Baker Street Irregular Astronomers, where like-minded star gazers meet once a month at London’s darkest point in Regent’s Park, to explore the wonders of the night sky.

Nicky Paul, ‘The Twilight Florist’, Paradise Blooms, Birmingham

• Working her magic through the night during busy periods, florist Nicky Paul uses bright colours and textures inspired by her Jamaican heritage to add vibrancy to her epic floral displays.

Tom Shaw, ‘The Modern Milkman’, Leeds

• With a mission to help reduce the amount of plastic in our oceans, one sustainable milk delivery at a time, Tom Shaw co-founded the Modern Milkman and enjoys taking in the scenic routes on his revolutionised milkround.

Charlie Beaty, ‘The Night Watch Farmer’, Meridan Farm, Coventry 

• Working alongside her father and uncle on their family farm, Charlie Beaty is passionate about driving positive change in the agricultural industry.

Dannee Mcguire, ‘The Creative Confectioner’, Roly’s Fudge, St Ives

• Waking up pre sunrise to whip up mountains of fresh fudge for locals and tourists afar, Dannee McGuire gets a real kick out of continuing her family-run pantry in the west country.

All portraits were shot in low light surroundings and powered by the Galaxy S23 Ultra’s dynamic Nightography feature, which enables users to take vivid, highly optimised photos, even in the dark. Thanks to its innovative AI multi-frame processing, which combines 30 images into just one epic shot, colour and detail are optimised in every pixel.

To experience The Light Shift, please visit: SamsungLightShiftGallery.com

About Samsung Galaxy S23 Ultra

• The Samsung Galaxy S23 Ultra makes it easier for any level of photographer to capture phenomenal content. It offers Samsung Galaxy’s most advanced camera system, tailored for nearly any lighting conditions, and engineered to render incredible detail.
• Improved Nightography capabilities transform how the Galaxy S Series optimises photos and videos in a wide range of ambient conditions. Filming a favourite song at a concert or grabbing a group shot of friends at dinner — users can get sharper images and videos. Visual noise that usually ruins low-light images is corrected by a new AI-powered image signal processing (ISP) algorithm that enhances object details and colour tone.

About Ben Weller

• Ben Weller’s photography is distinctive for its strong sense of narrative. From high-end fashion, to documentary, he is renowned for creating imagery that is simultaneously strong, beautiful, and cinematic.
• Ben has collaborated with Burberry, Versace, Ralph Lauren and Emporio Armani. His work is regularly featured in global tastemakers such as Vogue, WSJ, and GQ and has captured famous faces including Saoirse Ronan, Michaela Coel Webb, Gillian Anderson Bill Nighy to name a few. Ben received his bachelor’s degree at the University of Brighton, where he was awarded first-class honours in photography, and now divides his time between London and New York.
• Ben took all images during the night and twilight hours using the new Samsung Galaxy S23 Ultra device to showcase its sharp night image capture functionality.

Methodology

• Research was commissioned by Samsung UK & Ireland and conducted by
• OnePoll surveyed 2,000 Employed UK Adults (400 of whom work night/sunrise shifts) workers in February 2023.

Britain is now a hobby hotspot, according to new research which shows that our passion for hobbies has soared.

59% of Brits found a new passion for a hobby during lockdown – and well over a third (37.5%) would love to make it their full-time job, according to new research released today.

A fifth of Brits (20%) indicated they initially started their hobby as a way of filling time during weeks spent at home, but 91%  have continued practising it regularly.

The new report of 2,000 UK adults commissioned by Samsung revealed the top reason for keeping up their passion were to battle stress, with 65% saying their hobby helped. Painting and drawing were among the top pursuits around this, with 29% saying they were great stress-busters.

The top 10 hobbies that Brits listed that they’ve taken up over the last two years were:

1. Gardening
2. Reading
3. Walking
4. Baking
5. Video Gaming
6. Cooking
7. Running
8. Puzzles
9. Painting
10. Drawing

Samsung recently announced Broadcaster, Author and Founder of Happy Place, Fearne Cotton as an ambassador in a first-of-its-kind programme for the brand.

As a lover of wellbeing and someone deeply curious with happiness, Fearne will bring her expertise and passion to showcase how technology can be utilised in positive ways to support overall health and wellbeing.

In the latest piece of content for the partnership, Fearne is seen capturing an image in Richmond Park using the Samsung Galaxy Z Flip4 which she then proceeds to use as inspiration for her hobby of sketching once she gets home. All while relaxing and winding down listening to music on her Galaxy Buds2.

Gardening, reading and walking were also named as the top new hobbies adopted by Brits, and nearly half (46%) of Brits have taken up outdoor pursuits like swimming, hiking and running over the last two years.

While a fifth (20%) said they initially started their hobby as a way of filling time during weeks spent at home, 91% have continued practicing it daily/weekly.

In fact, 58% would love to turn their lockdown hobby into fully-fledged side hustle, with baking, gardening, jewellery-making and photography the most popular start-up ideas.

Even those with no plans to take their hobby to the next level would secretly like to do so – as 41% stated the only thing stopping them was time and 47% said it was a lack of business know-how.

Of those who found a new hobby during lockdown, 65% say it’s helped them destress, boosted their mood and made them feel more positive.

A newfound love of gardening, video games, and reading has helped improve the mood and mental health of 57%of those surveyed too.

This was the main reason most have stuck with their new hobby, as they say it’s helps them relax and deal with work and home-life pressures more easily.

Most were complete novices around their chosen hobby when Covid hit in 2020, with 80% now saying they could never imagine giving it up.

Almost two-thirds of those surveyed use their phone or laptop to research their pastime, with 37% indicating they use their phone to take photos or capture other inspiration.

And 71% said their phone was an important tool for their hobby, whether that’s for taking pictures or capturing inspiration for arts and crafts. Samsung ambassador Fearne Cotton backs this, after finding the brand’s new Galaxy Z Flip4 has made her painting and drawing hobby so much easier. The handset is designed for self-expression, features an ultra-compact design and an innovative FlexCam, perfect for taking pictures at any angle of inspiring plants and landscapes for painting and sketching.

Fearne Cotton, Author, Broadcaster and Founder of Happy Place explains: “It’s great to see that so many people are using hobbies as a way to improve their overall wellbeing, just like I do with my sketching.

Being joyful pioneers of the tech world, Samsung is the perfect partner for me, as the brand shares my passion for showing how we can harness the positives of technology to help support us and make the world a better, happier place.”

Annika Bizon, Marketing and Omnichannel Director at Samsung said: “We wanted to work with Fearne to showcase the power of technology in helping people push boundaries and fulfil their passions. It’s clear that people in the UK have continued to pursue their passions and hobbies that they picked up in lockdown over two years ago.

We hope that through her enthusiasm and creativity, Fearne will showcase how technology can make wellbeing accessible to everyone.”

Like Fearne, many polled revealed their lockdown hobby had given them a new lease of life – with 86 per cent admitting their chosen pastime is the highlight of their week.

In fact, 28 per cent revealed they’d put time spent on their hobby above time with loved ones or work, and 37 per cent said they preferred it to watching TV.

The inspiring partnerships will see both Fearne and Raheem signing twelve-month contracts to hero the latest devices in Samsung’s foldables range, the Galaxy Z Flip4 and Z Fold4. As part of this exciting new venture, they’ll bring to life how Samsung’s futuristic and innovative technology and ecosystem can help people fulfil their passions.

As a lover of wellbeing and someone deeply curious with happiness, Fearne will bring her expertise and passion to showcase how technology can be utilised in positive ways to support overall health. To kickstart the partnership, Samsung is a sponsor at Fearne’s upcoming Happy Place Festival, held at Tatton Park in September. In her role as ambassador, Fearne will hero the new Galaxy Z Flip4, the latest handset designed for self-expression, which features an ultra-compact design and an innovative FlexCam.

Inspirational sporting figure Raheem brings with him a drive for supporting communities.  With his incredible story of growing up in Brent and fulfilling his dream to play at Wembley, to his new foundation (the Raheem Sterling Foundation), his focus will be on democratising the role of technology and promoting social mobility, through the power of connection. He will spotlight the Galaxy Z Fold4, Samsung’s most powerful smartphone yet, which offers PC-like multitasking features and advanced camera technology.

Annika Bizon, Samsung Omnichannel Strategy Director for UK and Ireland, comments:

“We’re delighted to be working with two such incredibly influential and talented names to help showcase the power of technology in helping people push boundaries and fulfil their passions.

“As an inspirational Premier League superstar with a passion for helping those from disadvantaged backgrounds, Raheem will utilise our innovative devices to help bring communities together. Whilst through her enthusiasm and creativity Fearne will showcase how technology can make wellbeing accessible to everyone.”

Fearne Cotton, Presenter, broadcaster, author and founder of Happy Place, explains: “Being joyful pioneers of the tech world, Samsung is the perfect partner for me, as the brand shares my passion for showing how we can harness the positives of technology to help support us and make the world a better, happier place.”

Raheem Sterling, MBE and professional footballer, adds: “I’m looking forward to helping showcase how technology can help people overcome barriers and have a positive impact on society. This partnership aligns with my foundation and my goal of envisioning a world where young people will always have the support they need to pursue their dreams”.

Through the program, Fearne and Raheem will be showcasing the day-to-day uses of the latest Samsung foldable devices, in addition to the Galaxy Buds2 Pro and Galaxy Watch5. By exploring three key themes of creativity, community, and culture, the partnership will span native, paid, PR and social campaigns.

This comes as Samsung recently opened its doors to the Samsung Galaxy Unpacked Experience in London’s Piccadilly Circus. On Tuesday 23^rd August, consumers enjoyed a ‘Conversation with Fearne Cotton’ event, where Fearne discussed the role of technology in our day to day lives and how it can be used in the best way to support both our mental and physical health.

The new immersive and experiential space is hosting a series of exciting events and influencer workshops that are free to attend until August 31st. The full timetable and more information can be found here.