SamsungThis is Family
Samsung creates more products that work with more connected devices than any company on earth.
But non-traditional competitors were beginning to emerge, threatening our leadership in 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.
We developed the first “Do What You Can’t” masterbrand campaign, highlighting a product from the Digital Appliances group – the Family Hub refrigerator.
Through a series of stories formatted for Broadcast, Cinema, OLV, Display and Social, we showed a new definition of the modern family – one where technology connects, rather than divides.