Samsung GALAXY SIII: Your Song by Cheil Singapore for Samsung

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Samsung GALAXY SIII: Your Song

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Industry Cell phones, Smartphones & Accessories
Media Film, Digital, Interactive & Mobile
Market Singapore
Agency Cheil Singapore
Creative Director Vijay Anand
Released August 2012

Credits & Description

Media: Online
Geo: Singapore
Category: Electronics & Technology
Agency: Cheil
Brand: Samsung
Challenge: Samsung GALAXY S III’s positioning line ‘Inspired by nature. Designed for humans” leaves many befuddled. The challenge was getting people to understand what true design for humans means in relation to a smartphone.

Insight: Humans appreciate personalised services and offerings that speak to them.

Idea: To elevate human emotions and expound on the meaning of “designed for humans”. Four improv artists were engaged to create music for the social media sphere, LIVE. Just by using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it “Your Song.”

Advertising Agency: Cheil, Singapore
Creative Director: Vijay Anand
Senior Art Director: Karen Wong
Senior Copywriter: Christan Sow
Head Of Interactive: Aaron Gomez
User Interface / Motion Designer: Alvaro Bruch
Interactive Architect: Nicholas Ng