Samsung Outdoor PAPARAZZI by Hakuhodo Cheil Seoul

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PAPARAZZI

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Industry Photo & Video Cameras, Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Korea
Agency Hakuhodo Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Creative Director Thomas Hong-Tack Kim
Art Director Seungyon Chung, Cinjae Whang
Copywriter Jungsuck Lee, Yu-Hyun Lee
Released February 2012

Credits & Description

Category: Stunts & Live Advertising
Advertiser: SAMSUNG ELECTRONICS
Product/Service: NX200 CAMERA
Agency: CHEIL WORLDWIDE
Chief Creative Officer: Ina Choi
Executive Creative Director: Thomas Hong-Tack Kim
Creative Director: Thomas Hong-Tack Kim
Copywriter: Yu-Hyun Lee/Jungsuck Lee
Art Director: Seungyon Chung/Cinjae Whang
Account Manager: Koohyun Yoo (Hakuhodo Cheil)
Account Manager: Koohyun Yoo (Hakuhodo Cheil)
Other Credits: Seungyong Kang(Does)/Donghoon Chae(Gab)/Sungmin Jee

Ambient Execution Description
South Korea is well known as a country that has high interest in beauty. People admire beautiful celebrities so much that they dress, eat, and spend time or money like famous stars. Just like the stars, fashion and trend take important part of people’s lives. Many don’t even hesitate in having plastic surgery to be as beautiful as the stars. Based on such national atmosphere, SAMSUNG CAMERA decided to help the real people feel like real stars by using NX200, a light mirrorless camera that offers high quality images.
The idea is simple. Consider the real people the real famous stars in order to help them experience unforgettable and unexpected moments.

Several paparazzi suddenly crowd around a real person in the streets, cafes, beauty shops, stores etc and take a photo with SAMSUNG CAMERA’s NX200. They tag a QR code sticker on the person and run away. When the person scans the QR code on his or her phone, the photo that was just taken appears on the screen. Click on YES, and the photo is on the cover page of a magazine with eye catching headline. This cover page is then instantly uploaded on NX200 Facebook page to be shared by everyone on line. The person who gets the most LIKE votes gets the chance to become the model for the next SAMSUNG CAMERA advertisement.