WINDOWS INTO THE FUTURE

TitleWINDOWS INTO THE FUTURE
BrandSAMSUNG
Product/ServiceSAMSUNG GALAXY S10
Category D07. Interactive Experiences
Entrant CHEIL GERMANY Frankfurt, GERMANY
Idea Creation CHEIL GERMANY Frankfurt, GERMANY
Production UNIT9 London, UNITED KINGDOM
Credits
Name Company Position
Joern Welle Cheil Germany Executive Creative Director
Miriam Preissinger Cheil Germany Creative Director
Arnab Biswas Cheil Germany Creative Director
Sonja Fritsch Cheil Germany Senior Art Director
Sabrina Lienig Cheil Germany Senior Art DIrector
Nicolau Attallah Cheil Germany Senior Art Director
Michael Ferstl Cheil Germany Junior Art Director
Olga Potempa Cheil Germany Senior Copywriter
Hanna Weller Cheil Germany Junior Copywriter
Moritz Gillrath Cheil Germany Agency Producer
Stefan Prilipp Cheil Germany Business Director
Christina Laukel Cheil Germany Senior Account Manager
Anna Mrass Cheil Germany Senior Marketing Manager
Annika von Nordheim Cheil Germany Marketing Manager
Michelle Condé Cheil Germany Creative Director
Ryun Kim Cheil Germany Space Designer
Meike Heintz Cheil Germany 3D Designer
Matthias Merget Cheil Germany Editor
Chris Druecks Cheil Germany Senior Copywriter
Marcel Bourgeon Cheil Germany Senior Copywriter
Mustafa Karakas Cheil Germany Art Director
Wesley Yoon Cheil Germany Junior Art Director
Matthias Hofmann Cheil Germany Junior Copywriter
Trang Le Thu Cheil Germany Art Director
Christoph Fischer Cheil Germany Executive Technical Director

Write a short summary of what happens in the digital or ambient execution or campaign.

Challenge: The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range but also embodies 10 years of technological innovations. To celebrate this important anniversary, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself. Idea: By turning multiple shop windows of German luxury department store KaDeWe in Berlin into playful and unique interactions between brand and customer we allowed the audience to experience Samsung's innovations and the Galaxy S10 in an engaging new way, turning abstract features into easy to understand benefits. Execution: From optical illusions to mechanical machinations to kinetic projections each of the 4x4m big windows featured a different innovation or technical feature. The majority even allowed for direct interaction with passers-by, using sensors and technology originating in Galaxy smartphones and drawing people to the exclusive Galaxy pop-up store inside the KaDeWe.

Cultural / Context information for the jury

KaDeWe is also Germany's most frequented luxury department store with a footfall of around 50.000 visitors per day, which means that within one month a number as high as nearly half of the whole population of Berlin visits the store. For the first time ever, the entirety of shop windows of the KaDeWe in Berlin was exclusively given to one brand. This massive disruption by one brand could easily be noted by the local audience since usually the shop windows show a range of different products from different brands.