Description
What if your next unforgettable meal came from a kitchen led by artificial intelligence?
To launch the Samsung Galaxy S25, Samsung challenged us to bring its AI features into a context that felt human, exciting, and shareable.
The solution was Sem Igual, a genre-defying restaurant where the chef was Al.
In this experimental restaurant no dish was ever repeated. Guests selected ingredients, photographed them with the S25, and instructed Gemini to generate a recipe in under 30 minutes. A kitchen team then executed the AI-authored dish and served it back.
The creative challenge was twofold: demonstrate advanced AI in a way that was tangible and relevant to lifestyle audiences, while avoiding the perception of a typical brand activation.
The objectives - generate buzz, showcase the S25’s AI as a tool for creativity, and place Samsung at the centre of cultural conversations - were met, with earned media about three times the investment.
The result was an activation that seamlessly combined product demonstration, brand experience, and earned media impact.
This professional campaign titled 'Sem Igual - A genre-defying restaurant where the Chef is A.I.' was published in Portugal in April, 2025. It was created for the brand: Samsung, by ad agency: NERVO. This Content and Experiential media campaign is related to the Electronics, Technology industry and contains 2 media assets. It was submitted about 2 months ago.
Credits
Agency: NERVO, Santo Amaro de Oeiras, Portugal
Creative Director: Miguel Pires
Client Director: Tiago de Castro Tarracha
Graphic Designer: Vílio Amaro
Copywriter: Rodrigo Montez
Art Director: Ricardo Ferreira
Producer: Francisco Pinheiro / Diogo Alcobia / Frederico Silva
Production Design Support: Marisa Esteves
Film Support: Carla Silva
