Campaign background from Cheil Worldwide, Canada:
Words like ‘dependable’ and ‘reliable’ were used by consumers when they were asked to describe the Samsung wireless brand. And while Samsung is very proud of this reputation, they wanted to elevate and build on that image so that they were also known for their innovative features and cool designs that suit just about any personality and lifestyle.
The aim of Samsung Canada’s 2008 Wireless Advertising Campaign ‘Express Yourself’ is to form an emotional connection with its target by creating universally understood hand signs using Samsung’s extensive line of mobile phones. These hand expressions visually convey that Samsung has phones that suit any lifestyle. If you love music, choose an mp3 phone. Text-aholic? Get a Samsung with a QWERTY keypad. And if you’re the creative type, there are phones with digital and video cameras.
Simply put, Samsung mobile phones allow you to express yourself.
Titles: Express Yourself, Toronto FC
Client: Samsung, Canada
Creative Agency: Cheil Worldwide, Canada (Toronto)
Executive Creative Director: Tom McManus
Associate Creative Directors: Noreen McDermott-Santilli, Derek Neal
Art Director: Derek Neal
Writer: Noreen McDermott-Santilli
Jr. Art Director: James Tuer
Senior Account Manager: Angela Fitzpatrick
Sr. Broadcast Producer: Tessa Waisglass
Account Coordinator: Justyna Leitgeber
Production Company: The Ebeling Group, New York
Executive Producer: Mick Ebeling
Senior Producers: Neil Van Harte, Eliza Pelham Randall
Producer:Amy Fahl
Director: NAKD, Toronto
Creative Directors: Chris Bahry, Alexandre Torres
Animators: Vinicius Nascimento, Marcin Porebski, Marcus Alquéres, Leonardo Mateus, Chris Bahry, Alexandre Torres
Compositing: Leonardo Mateus, Chris Bahry
Lighting and Rendering: Alexandre Torres, Chris Bahry
Modelers: Lee H. Wolland, Sergio Yamasaki, Steve Kahwati, Joel LeLièvre, Jon Mitchell, Erick Geisler, Edmund Kozin
Rigger: Paul Hormis
Music/Sound Design: Silent Joe, Toronto
Music Supervisor: Marco DiFelice, Silent Joe, Toronto
