2015 FUORISALONE, EMBRACE: SENSORIAL EXPERIENCE
| Title | 2015 FUORISALONE, EMBRACE: SENSORIAL EXPERIENCE |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | SAMSUNG CURVED UHD TV |
| Category |
A03. Use of Exhibitions and Installations |
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Entrant Company
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SANGWHA COMMUNICATIONS Seoul, SOUTH KOREA
|
|
Advertising Agency
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CHEIL WORLDWIDE Seoul, SOUTH KOREA
|
Credits
| Sim Enrico |
Cheil Worldwide |
Account Executive |
| Kim Jaesan |
Cheil Worldwide |
Creative Director |
| Song Myungseok |
Cheil Worldwide |
Creative Director |
| Jang Young |
Cheil Worldwide |
Creative Director |
| Kim Hyeyoon |
Cheil Worldwide |
Creative Director |
| Lee Woohyun |
Sangwha Communication |
PD |
| Choi Junhyung |
Sangwha Communication |
PD |
| Alvaro Sanchez |
Sangwha Communication |
PD |
| Lee Eunkyu |
Sangwha Communication |
Art Director |
| Yoon Gilsang |
Sangwha Communication |
Creative Director |
| Jeon Jinhee |
Sangwha Communication |
2D/3D |
| Yoo Hyeonjin |
Sangwha Communication |
PD |
| Andi Roselund |
Sangwha Communication |
Music |
| Lee Seungjae |
Sangwha Communication |
Media Programming |
| Jeong Yongchan |
Sangwha Communication |
Media Programming |
| Kim Yeongjoo |
Sangwha Communication |
Media Programming |
| Lee Jaehun |
Sangwha Communication |
H/W Engineering |
| Park Jungkwon |
Sangwha Communication |
H/W Engineering |
| Back Kwangho |
Sangwha Communication |
Installation Design |
| Park Doheup |
Sangwha Communication |
Installation Design |
The Brief
The campaign was centered upon the new Samsung SUHD curved TV sets, on how they deliver imagery beyond flat screens and how these visuals can take the viewer into a transcendentally new immersive experience. The challenge was to elaborate an artistic expression of this vision by maximizing the immersive effect of the curved displays to denote how life expands and becomes fuller through this experience. This maximization is what the concept mainly revolved upon: to cross from real (conventional TVs) to surreal (Samsung’s immersive experience).
Campaign Success
Our materialization of the above vision relied upon two main elements: the artistic structure and the conceptual visual contents. For an ultimate immersive experience we created 2 ring structures containing the 36 TV sets, each with individual servers capable of synchronizing 4K video contents. In order to illustrate the surrealism part we worked the contents to represent a different perception of reality through the billions of protons our eyes can perceive but are consciously unaware of. Protons and atoms collide to form the reality we see through nature, animals and objects. Thus as the rings physically collided so did the particles that created life. The creative, manufacturing and contents development process took place in Korea in a span of 6 months. 2 months for creative, 2 for the manufacturing process and 2 for content development.
Describe the success of the promotion with both client and consumer including some quantifiable results
It is difficult to describe the successive result of the promotion in numbers of sales, however there is a further significance to it. It is important that the promotion delivered Samsung Electronics' unique design philosophy in Milan, the city of art. To borrow the word from the corporate officials, “It was such an amazing transformation that TV itself surpass the meaning of a product and turned out as a work of art” Also. the promotion attracted more than thousands of visitors a day and it granted Samsung a nomination and a spot in the top 10 for the Milan Design Awards, from a selection of over 2000 participating brands.
Explain why the method of promotion was most relevant to the product or service
Following Samsung’s theme “Embrace: Sensorial Experience” which is Samsung Electronics’ vision of the IoT world as an immersive experience, we developed two suspended ring structures made out of 36 individual 65 inch Samsung Curved SUHD TV sets stacked together to form a perfect circle on which we displayed synchronized visual contents and sound effects providing a complete 360° immersive experience. Not only this installation promoted the theme of Samsung Electronics pavilion, it also showed various outstanding specification of Samsung Curved SUHD TV