Title	RE:IMAGINE STREET ART
Brand	SAMSUNG
Product/Service	SAMSUNG MOBILE
Category	B11. Use of Technology
Entrant	CHEIL GERMANY Frankfurt, GERMANY
Idea Creation	CHEIL GERMANY Frankfurt, GERMANY
PR	CHEIL GERMANY Frankfurt, GERMANY
Production	CHEIL GERMANY Frankfurt, GERMANY
Production 2	LUX VON MORGEN Hamburg, GERMANY
Production 3	ARTIFICIAL ROME Berlin, GERMANY
Production 4	VR NERDS Hamburg, GERMANY
Additional Company	XI-DESIGN Berlin, GERMANY

Name	Company	Position
Roland Rudolf	Cheil Germany	Chief Creative Officer
Miriam Preissinger	Cheil Germany	Creative Director
Olga Potempa	Cheil Germany	Senior Copy Writer
Hanna Weller	Cheil Germany	Junior Copy Writer
Rafael Cavalcanti	Cheil Germany	Art Director
Johannes Becker	Cheil Germany	Art Director
Joana Vinheiro	Cheil Germany	Art Director
Trang le Thu	Cheil Germany	Junior Art Director
Michael Fluhr	Cheil Germany	Senior Designer
Christoph Fischer	Cheil Germany	Technical Director
Sebastian Staats	Cheil Germany	Technical Director
Christiane Rörig	Cheil Germany	Developer
Elmar Grunenberg	Cheil Germany	Developer
Marco Heutink	Cheil Germany	UX Director
Rosana Pomba	Cheil Germany	Junior UX Designer
Cindy Steigerwald	Cheil Germany	Producer
Matthias Merget	Cheil Germany	Film + Edit
Joshua Ulitzsch	Cheil Germany	Film + Edit
Hong Seuk Lim	Cheil Germany	Account Management
Anna Mrass	Cheil Germany	Marketing Manager
Annika von Nordheim	Cheil Germany	Marketing Manager
Christiane Lobenstein	Cheil Germany	Strategy Director
Meike Heintz	Cheil Germany	3D Design
Hyung-Min Cho	Cheil Germany	Motion Design
Deveroe Aurel Langston Reuter	Cheil Germany	Motion Design
Daniela Cordua	Freelance	Freelance

Why is this work relevant for Media?

By using street art, one of the most traditional art forms, and lifting it to the next level, Samsung pushes the boundaries of what’s possible with technology. Through our brand experience, people could discover a colourful AR-world which went beyond classical artworks and took art out of its usual environment and letting people participate.

Background

Samsung endorses Germany's key event of contemporary art – the Art Berlin. At this yearly event, artists and art enthusiasts from all over the world come together to enjoy the latest in contemporary art.

Describe the creative idea/insights

Street Art interferes with its environment and engages with the consumer. Through technology we amplified these principles and extend the conceptual ideas of artworks by adding an AR-layer. Thus, changing the visitor’s role from a passive consumer to an active participant.

Describe the strategy

We made art accessible to more people by taking it out from its usual environment. For this we brought together international urban art artists with 3D-artists and turned the city into an interactive playground. The artists designed galleries, murals and monuments which we then extended through AR and thus brought static art to life. A specially developed AR-app made this extension possible. We created an immersive world that allowed visitors to dive into and fully exploit the potential of the fusion of art and technology. The visitors were invited to break free from their passive role and actively participate in our artworks instead. Everyone got the chance to decide by himself how he perceives our artworks. Our target group were the visitors of The Art Berlin, everybody who is interested in art and technology and the followers of our artists.

Describe the execution

Each artist designed his own gallery, mural or monument, which we then extended through AR. Our locations were spread all over Berlin. Each touchpoint provided a different experience. For example: In one gallery, you could dive into a futuristic underwater world and even become a citizen of it. On a mural, a millennial was brought to life in AR, showing her as a social media queen. At a famous sightseeing spot, the Brandenburger Tor, it was possible to play with a 3D-character and catch candy. Our app acted as the bridge between the analogue and digital world and let visitors explore art on a completely new level. Visitors could download the app or use pre-installed Samsung devices in the galleries. Integrated Samsung products also worked as canvases. Beside the AR-world, the app gave in-depth background information, you could take photos of the AR-artwork and watch making-of videos.

List the results

Only one day after the pop-up galleries opening, our app was #6 of the Trending Apps in the Google Playstore. We were featured in a TV report of the channel Deutsche Welle, the media coverage reached from local to national and we even got the art press to talk about technology, and vise versa. During the whole campaign period, we reached over 158 million people and our content performed +500% better than the average Samsung social media content.