| Title | RECHARGE YOURSELF |
| Brand | SAMSUNG BELGIUM |
| Product/Service | GALAXY S6 |
| Category |
C04. Installation (Sculptural/ Spatial) & Environment |
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Entrant Company
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LEO BURNETT Brussels, BELGIUM
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Advertising Agency
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LEO BURNETT Brussels, BELGIUM
|
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Advertising Agency 2
|
HET VINDINGRIJK Antwerp, BELGIUM
|
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Production Company
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BEFOCUS VISUAL AGENCY Brussels, BELGIUM
|
Credits
| Tom Garcia |
Leo Burnett Brussels |
Creative Director |
| Wout Geysen |
Leo Burnett Brussels |
Creative |
| Jurgen Verbiest |
Leo Burnett Brussels |
Creative |
| Najate El Achari |
Leo Burnett Brussels |
Art Director |
| Evy Puelinckx |
Het Vindingrijk |
Design |
| Jeroen Vernelen |
Leo Burnett Brussels |
Account Director |
| Elodie Pagaud |
Leo Burnett Brussels |
Account Executive |
| Monique Sampermans |
Leo Burnett Brussels |
Agency Producer |
| Kaat Danneels |
Leo Burnett Brussels |
Managing Director |
| Gunter Blokken |
Eckelwood |
Film Production |
| Renaud Goossens |
Visual Teasing |
Film Production |
Brief Explanation
Samsung is the largest technology company in the world (based on annual sales) but we’re guided by a very simple philosophy – always work for a better tomorrow. This philosophy has inspired us for more than seventy years. Whether it’s computers or smart phones, washing machines or televisions, our products are always designed with an eye toward a better future.
It’s an ever-changing world and Samsung wants to put you in the middle of it all. We’re dedicated to creating innovative technologies, processes and products that expand the horizon of what’s possible and enrich people's lives.
The Brief
Come up with an unique and surprisingly activation to highlight the built-in wireless charging feature of the Samsung Galaxy S6.
How the final design was conceived
It all started with the inside that every time a new phone is released, it comes with a new charger. After a couple of years they've all became useless and were pilling up in our drawers. But now that charging cables aren't needed anymore, we finally can say goodbye to this "cable-spaghetti".
So instead of throwing away those useless chargers, we wanted to use them for something else. Something useful. But what?
We decided that chargers should do what they do best: recharge batteries. But because they had no use anymore for phones, we used them to create furniture where you, as a person, could relax and recharge... yourself.
We teamed up with an upcycling collective and collected thousands of old chargers. With those chargers we created 10 design chairs, and 10 design hammocks. To make the hammocks we used the knitting technique which forced us to create extra large knitting needles.
Indication of how successful the outcome was in the market
The mood video got picked up by a lot of influential marketing, advertising and design blogs which is important PR value for Samsung.
But more importantly, Samsung now uses the design furniture pieces as a creative way to highlight the wireless charging feature on events and point of sales. They use them as "Relax Zone" on events like festivals, technology events, the Samsung experience days, etc. They use them all year round.