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Samsung Helps you Find your Five Most Reliable Friends with Help from Famed Psychologist

DDB Stockholm, 1 year, 10 months ago

Robin Dunbar joins DDB Stockholm, MediaMonks and Samsung to test friendships on social media

Samsung Helps you Find your Five Most Reliable Friends with Help from Famed Psychologist

The Samsung Galaxy S6 edge+ offers the ability to keep five contacts for quick access on its edge screen. But do you know which five you would keep there? Together with Robin Dunbar, professor of evolutionary psychology at the University of Oxford, Samsung Nordic, DDB Stockholm and MediaMonks have created The Dunbar Edge Experiment – an interactive social friend test that helps you find out.                                                                                     

Robin Dunbar is the father of the Dunbar number – a theory explaining how we can only really hold 150 friends at the same time, out of which there are only five we can really rely on.

"Today we live in a social media overflow and I argue that we cannot possibly have a close relationship with all the people we are connected with. Therefore, I find it very interesting to make my theory available for everybody to test for themselves in this digital experiment," says Robin Dunbar, professor of Evolutionary Psychology at the University of Oxford.

Trailers for the interactive experiment, as well as other online video and social content will accompany the campaign.



Advertiser: Samsung Nordic

Creative Agency

Account Director: Christian Westelindh

Account Manager: Susanne Ytterlid

Art Director: Joel Ekstrand

Business Director : Jacob Sandström

Copywriter: Nick Christiansen

Creative Agency: DDB Stockholm

Digital Director: Andreas Fabbe

Planner: Patrick Wilkorsz

Producer: Mattias Coldén

Music and Sound

Music Production: Massive Music

Production Company

Director: Eduardo Vieitez

Production Company: MediaMonks

Category: It, phones, Av and computers , Phones

Genre: Digital , Experiential