Winners & Shortlists


Entrant Company CHEIL SPAIN Madrid, SPAIN
Advertising Agency CHEIL SPAIN Madrid, SPAIN
Name Company Position
Paulo Areas Cheil Iberia Executive Creative Director
Ricardo De Santiago Cheil Iberia Creative Director
Alvaro Rodriguez Cheil Iberia Creative Director
Cristina Alonso Cheil Iberia Copywriter
Diego Rodriguez Cheil Iberia Art Director
Roberto Torres Cheil Iberia Technology Director
Yann Baudoin Cheil Iberia Account Director

The Brief

To the launch of the new Tabkids Samsung, the client asked a campaign to highlight the importance of the technology on kids development. The briefing is to create awareness and content to the brand and to the product.

Creative Execution

We could deliver to the consumer more than just a product, but a tool in the search of a balanced life.

Describe the creative solution to the brief/objective.

Taking as an insight the need for a balance between technology and a healthy physical life for kids, the agency developed a series of special toys as promotional accessories linked to an App on the TabKids. The Smart Toys came with movement sensors that measured the time kids play in real life, and turned that time into time they could play with their TabKids. So the more kids play physically, the more they can play with technology. Through Samsung Social Network and digital campaign, we launched the concept and invited parents from all over Spain to test the product in store. The Smart Toys were special limited edition acessories that came along with the Tablet, for no additional price.


It not only increased sales, but also added content to the brand, that although is selling technology, could show the consumer the importance of a balanced life, and the benefit of using the technology properly. The first wave of the promotion ran out of stock in only a few days, generating sales, but also Pr coverage to a product unknown by the consumer. A second Wave is being planned globally.