INSIGHT [video] / Minds Eye by Cheil Seoul for Samsung

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INSIGHT [video] / Minds Eye

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Industry Photo & Video Cameras, Accessories
Media Case study
Market South Korea
Agency Cheil Seoul
Creative Director Hye-Won Oh
Art Director Hayean Kim, Hwaseok Jang, Taejin Im
Copywriter Myungpyo Eun, Hyunjung-Park
Account Supervisor Taihai Kim
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Gold
Promo and Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Gold

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SAMSUNG ELECTRONICS
Product/Service: SAMSUNG CAMERA
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertiser SAMSUNG ELECTRONICS
Product SAMSUNG CAMERA
Entrant CHEIL WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Title: INSIGHT
Advertiser/Client: SAMSUNG ELECTRONICS
Product/Service: SAMSUNG CAMERA
Entrant Company: CHEIL WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Hye Won Oh (Cheil Worldwide)
Creative Director: Hye Won Oh (Cheil Worldwide)
Copywriter: Hyunjung Park (Cheil Worldwide)
Copywriter: Myungpyo Eun (Cheil Worldwide)
Art Director: Hwaseok Jang (Cheil Worldwide)
Art Director: Hayean Kim (Cheil Worldwide)
Art Director: Taejin Im (Cheil Worldwide)
Account Supervisor: Taihai Kim (Cheil Worldwide)
Account Director: Jaebum Ahn (Cheil Worldwide)
Account Executive: Dongouk Seo (Cheil Worldwide)
Promo Supervisor: Jeongkeun Yoo (Cheil Worldwide)
Promo Director: Jooho Kim (Cheil Worldwide)
Promo Planner: Janghwan Oh (Cheil Worldwide)
Promo Planner: Younjung Choo (Cheil Worldwide)
Describe the brief from the client
Samsung camera which is leading the compact digital camera market in Korea starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology.


Describe the creative solution to the brief/objective.

To answer the question, "what makes an ultimate camera?" we decided to have very special photography class. We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the Blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells, textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition.


Describe the results in as much detail as possible.

Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. Professional photographers were also impressed by their work. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired.


Promotion for the exhibition kicked off with the airing of a TV commercial followed by interactive ads in print media and on outdoor billboards that connected to interview videos via QR codes, and by online campaigns on micro sites and Facebook.
The exhibition at Yoo Art Space featured not only the students' photographs but reliefs and a 4D experience room which allowed visitors to experience the show with all five senses. This special exhibition was covered by numerous print and broadcast media and the photography class was filmed as a documentary that aired on national TV.