Samsung Promo, Case study NAKED STATUES by Leo Burnett Milan

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NAKED STATUES

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Promo & PR, Case study
Market Italy
Agency Leo Burnett Milan
Copywriter Lucia Ceccolini
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SAMSUNG
Product/Service: WASHING MACHINE
Agency: LEO BURNETT
Date of First Appearance: Apr 22 2011
Entrant Company: LEO BURNETT, Milan, ITALY
Group Creative Director: Paolo Dematteis (Leo Burnett)
Group Creative Director: Riccardo Robiglio (Leo Burnett)
Artist: Azzurra Bacchetta (Leo Burnett)
Copywriter: Lucia Ceccolini (Leo Burnett)
Director/Executive Producer: Giacomo Pozzetto (Alto Verbano)
3D Animation: Marino Capitanio (Leo Burnett)
Brand Leader: Claudio Ragni (Leo Burnett)
Client Creative Director: Rossella Desanti (Leo Burnett)
Agency Producer: Riccardo Biancorosso (Leo Burnett / Miracle)
Artist: Simona Vay (Leo Burnett)
Post Production: Proxima (Proxima)
Media placement: Video Presentation - Italy - 28 Apr 2011
Media placement: Moodboard - Italy - 28 Apr 2011

Insights, Strategy & the Idea
The campaign objective was to launch the first Samsung washing machine with a specific ecological program dedicated to every kind of clothes.
In line with the strategic positioning of Samsung “Smart thinking, Simple living”, unconventional media have been adopted, with the aim of having a great impact on a large number of Italian's daily life.
The idea was to invent the most spectacular wash ever seen. We undressed the most famous and dirtiest statues of Italy, to clean them perfectly, giving them back to people into their original splendour.
An idea able to communicate the product features and in the meanwhile to contribute in preserving the artistic heritage, which is something Italians care a lot about.

Creative Execution
We started from a statue of King Umberto I: we covered it with scaffolding and on the four sides we printed a 3D image of the king in his underwear. The headline was: We have a program for every kind of clothes, and the subhead was: Samsung contributes to the preservation of Italian heritage sites. This happened while some technicians perfectly cleaned the surfaces.

Results and Effectiveness
A week later the statue was uncovered and Italians could finally admire it again in all its original splendour.
This was just the first stage of Samsung’s adventure to clean up the Italian artistic heritage, and also a big success in terms of PRs for the brand.