SamsungDo What You Can't
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.