2013 Winners & Shortlists

CANVAS:COLLECTIVE

BrandSAMSUNG
Product/ServiceGALAXY NOTE
EntrantCHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES
Entrant Company CHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES

The Campaign

Samsung has not been perceived as a brand for artists and creativity. Apple has claimed that territory for years. Our challenge was to change that perception by positioning Samsung Galaxy Note products as the ultimate tools for creativity. So we created a platform that would not just support and promote local creativity, but spur an artistic movement throughout the Middle East. This started canvas:collective. In collaboration with Mohammed Saeed Harib, the creator of the region’s first animated series FREEJ, we launched our pilot project to showcase the works and talents of budding artists from across the region. Using t-shirts as the canvas, unique designs were created on Galaxy Note products. They were then printed and sold – with all proceeds donated to a local charity, SocialBandage. Additionally, we engaged the public to be part of the canvas:collective label by getting them to create their own t-shirt designs.

Success of the Campaign

The response was almost immediate. Within the first week of the launch, our micro site received orders for over 720 t-shirts from across the GCC countries. This meant more than 70 wheelchairs will be donated. The campaign received over 217,000AED of free media coverage. There was also a 51% increase in the sales of Galaxy Note products (compared to previous months). And although the campaign is currently ongoing, we are already in discussions with the client on what our next collaborative project for canvas:collective will be.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Prior to the launch, we ran teaser ads and a campaign micro site to create hype about the project. This led up to a press conference to officially introduce canvas:collective. This was followed by a series of print ads and media publicity on various regional newspapers, magazines and websites in both English and Arabi. BTL materials like leaflets, standees and tent cards were displayed across stores. Two videos – one with an introduction of canvas:collective and the other featuring budding artists from the region – were uploaded on YouTube, Facebook and our micro site. Multiple online banners and social platforms led consumers to the micro site, where they could find out more about the project and the artists as well as buy t-shirts. We also held road shows for consumers to purchase t-shirts and create t-shirt designs on Galaxy Note products.

Credits

Name Company Role
Andrej Arsenijevic Cheil Worldwide Creative Director
Bosky Cherin Cheil Worldwide Sr. Art Director
James Tan Cheil Worldwide Copywriter
Pablo Javier Salgado Cheil Worldwide Sr. Digital Art Director
Mihailo Rsumovic Cheil Worldwide Digital Designer
Wael Abdulhadi Cheil Worldwide Digital Director
Jinny Ki Cheil Worldwide Planning Director
Joumana El Hage Cheil Worldwide Sr. Strategic Planner
Kim Seonguk Cheil Worldwide Account Manager