| Title | THE CURVED EXPERIMENT |
| Brand | SAMSUNG ELECTRONICS NORDIC |
| Product/Service | CONSUMER ELECTRONICS |
| Category |
I01. INTEGRATED MULTI-PLATFORM CAMPAIGN |
|
Entrant Company
|
GREAT WORKS Stockholm, SWEDEN
|
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Advertising Agency
|
GREAT WORKS Stockholm, SWEDEN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
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Production Company
|
STATE INTERACTIVE Stockholm, SWEDEN
|
Credits
| Emmeli Österdahl |
Great Works |
Creative Director |
| Kenna Magnusson |
Great Works |
Creative |
| Marcus Wallander |
Great Works |
Creative |
| Jacob Odqvist |
Great Works |
Account Director |
| Daniel Skantze |
Great Works |
Head Of Tech Creatives |
| Oliver Martin Henriquez |
Great Works |
Film Producer |
| Kaj Bouic |
Great Works |
Planner |
| Anna Tanser |
Great Works |
Producer |
| Nasim Kabiri |
Great Works |
Producer |
| Niklas Karlsson |
State Interactive |
Creative Director/Designer |
| Henrik Gånheim |
State Interactive |
Technical Director/Developer |
| Mathias Petersen |
State Interactive |
Creative Technologist/Developer |
| Guilaume Lanier |
State Interactive |
Developer |
| Yafei Wu |
Important Looking Pirates |
Vfx Supervisor |
| Jan Cafourek |
Important Looking Pirates |
Vfx Producer |
| Daniel Rådén |
Important Looking Pirates |
3d Artist |
| Tobias Norman |
Red Pipe |
Sound Design And Mix |
| Anders Brandén |
Apear |
Music Composer |
| Henrik Lethagen |
Samsung Electronics Nordic AB |
Marketing Manager |
Creative Execution
Enter the gates of Coliseum and get surrounded by a full blown battle. By pairing your smartphone or tablet with your computer, you are able to extend your computer's screen and explore 180 degrees of the Coliseum to be able to unlock all of the hidden events. Take part of all the action around you such as spears flying, combating gladiators, prancing horses and even a guy with a foam hand.
The objects were set to reach the early adopters who are into new technologies. And during the campaign period, users spent approximately on average 1,5 minutes on the website, and had 91 000 viewers from 117 countries participating in the experience.
The evolution of the TV has always been quite difficult to demonstrate. How do you show colors on a black and white television set or HD on a standard TV format? To show what the new curved UHD TV would feel like, one would need to experience it. And since this was a brand new product on the market, we decided to target the early adopters and the tech interested people. By having the computer’s screen extended through a mobile device, we were able to simulate the TV’s new shape, and in the end, get a truly immersive experience. This was done using only web browser technology (WebGL and HTML5).