Samsung Digital, Case study How to Share Smart - Insight by Cheil Seoul

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How to Share Smart - Insight

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Industry Photo & Video Cameras, Accessories
Media Digital, Interactive & Mobile, Case study
Market South Korea
Agency Cheil Seoul
Released July 2012


Spikes Asia 2012
Integrated - Silver

Credits & Description

Agenсy CHEil worldwide
Brand Samsung Camera
Executive Creative Director Hye Won Oh
Creative Director Hye Won Oh
Copywriter Park Hyung Jung
Art Director Jang Hwa Seok
Art Director Kim Ha Yean
Chief Creative Officer Ina Choi
Copywriter Eun Myung Pyo
Art Director Im Tae Jin

Ina Choi Cheil Worldwide Chief Creative Officer
Hye Won Oh Cheil Worldwide Executive Creative Director
Hyunjung Park Cheil Worldwide Copywriter
Myungpyo Eun Cheil Worldwide Copywriter
Hwaseok Jang Cheil Worldwide Art Director
Hayean Kim Cheil Worldwide Art Director
Taejin Im Cheil Worldwide Art Director
Jaebum Ahn Cheil Worldwide Account Director
Dongouk Seo Cheil Worldwide Account Executive
Janghwan Oh Cheil Worldwide Promo Director
Younjung Choo Cheil Worldwide Promo Planner
Charlse Cho Cheil Worldwide Interactive Director
Jung Seok Lee Cheil Worldwide Interactive Planner
Youngho Kang Sangsang Studio Photographer
Yang Hoon Kim Producer
John Park Addict Media Film Director
Yuhyun Cha Addict Media Film Producer
Soon Park CM Park Sound Design
Jaehyung Park Design Fever Web Director
Sihwa Kim Solidworks Associates Promo Planner
Describe the campaign/entry:
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. 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.
Give some idea of how successful this campaign/entry was with both client and consumer:
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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
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. An application was also launched for smart TVs which allowed viewers to make donations to the Hanbit School after seeing the photos.