- ROLE

Integrated Account Lead

- FOR

Samsung

- DATE

June 2018

- TYPE

Integrated Comms Campaign

Samsung creates more products that work with more other connected things than any company on earth.

But non-traditional competitors were beginning to emerge, threatening our leadership from the kitchen to the living room and beyond. It became urgent to explain why Samsung’s cross-device ecosystem was better than the rest.

Under the banner of a new brand positioning (“Do What You Can’t”), we developed the first master brand campaign – accompanied by global brand guidelines – for Samsung in more than a decade.

Through a series of stories formatted for Broadcast, Cinema, Digital, Display and Social, we showed a new definition of the modern family – one where technology connects, rather than divides.