Samsung 2016 ABBY Bronze:
They Can’t Save
Themself
Client Brief
Samsung Launched A New Vacuum Cleaner With Advanced Sensor Technology Capable Of Detecting Objects And Preventing Damage To Valuable Household Items. Unlike Competitors’ Products, Which Lack Such Detection Capabilities, Samsung’s Innovation Offers A Superior Solution For Protecting Delicate Items.
Creative Idea
The campaign focused on the idea that even the world’s greatest fighters—spartans, mughals, and native american warriors—cannot save themselves from the damage caused by regular vacuum cleaners at home. drawing this parallel, we created visuals of ceramic figurines of these iconic fighters breaking into pieces, highlighting their helplessness against traditional vacuum cleaners.
The twist? SAMSUNG’s new vacuum cleaner, with its object-detection sensor, is the ultimate “protector,” ensuring these valuable showpieces remain intact.
- 1. Striking Visuals: The campaign featured lifelike ceramic figurines of legendary warriors, depicted mid-break in dramatic, high-detail photography. This imagery captured attention instantly and conveyed the vulnerability of valuable items.
- 2. Powerful Messaging: The tagline reinforced the idea: “save your valuables. samsung vacuum cleaner with object detection sensor.” this directly communicated the product’s unique value proposition.
- 3. Placement: The campaign was strategically published in premium print media, targeting home-proud individuals and households that value both innovation and preservation of their interiors.
Recognition
The Campaign’s Impactful Execution Earned Bronze In The Print Category At The 2016 Abby
