Samsung Design & Branding INSIGHT by Cheil Seoul


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Industry Photo & Video Cameras, Accessories
Media Design & Branding
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 January 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: SAMSUNG CAMERA
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)
Media placement: Temporary Exhibition - Yoo Art Space - 6 Mar. 2012 / 06

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 challenges and key objectives
To answer the question, "what makes an ultimate camera?" we decided to have very special photography class.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.