SamsungDo What You Can't

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.

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

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.

Integrated Account Lead
June 2018
Integrated Comms Campaign