Samsung Global
Surprise Birthday Breakfast
We were briefed to introduce the Food Showcase Refrigerator to the European, Asian and North African markets. Traditionally the brand would portray families with each member living up to their stereotypical gender roles. We didn't want to do that.
We came up with a story about a dad and his sons making a surprise birthday breakfast for mom, who was up late working the night before. This idea was met with resistance at first, but eventually we brought them around and together we made something that pushed the boundary for them. It went on to be a success internally for our clients' team and for the brand at large.
10 Years, 1 Fridge
Samsung created Digital Inverter Technology. Which just means it’ll last at least 10 years and you'll get a lot of use out of this expensive thing you’re thinking about buying.We wanted to take people on a trip, visiting all the foods this fridge could keep fresh for your family in that time. It involved heavy number-crunching by a very not-math person (me), but the legal team approved my calculations and here we are.
Partner: André Gidoin
CDs: Michael Canning, Kieran Antill