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
|
Credits
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.