********************************************* Campaign background from Cheil Worldwide, Canada:
Words like ‘dependable’ and ‘reliable’ were used by consumers when they were asked to describe the Samsung wireless brand. And while Samsung is very proud of this reputation, they wanted to elevate and build on that image so that they were also known for their innovative features and cool designs that suit just about any personality and lifestyle.
The aim of Samsung Canada’s 2008 Wireless Advertising Campaign ‘Express Yourself’ is to form an emotional connection with its target by creating universally understood hand signs using Samsung’s extensive line of mobile phones. These hand expressions visually convey that Samsung has phones that suit any lifestyle. If you love music, choose an mp3 phone. Text-aholic? Get a Samsung with a QWERTY keypad. And if you’re the creative type, there are phones with digital and video cameras.
Simply put, Samsung mobile phones allow you to express yourself.
Title: Express Yourself Client: Samsung, Canada Creative Agency: Cheil Worldwide, Canada (Toronto) Executive Creative Director: Tom McManus Associate Creative Directors: Noreen McDermott-Santilli, Derek Neal Art Director: Derek Neal Writer: Noreen McDermott-Santilli Jr. Art Director: James Tuer Senior Account Manager: Angela Fitzpatrick Sr. Broadcast Producer: Tessa Waisglass Account Coordinator: Justyna Leitgeber
Director: Chris Christodoulou Production Company: Saddington & Baynes, London Director of Photography: Will Powell Lead Technical Director: Kevin Shepherd CG: Kevin Shepherd, Mark Longworth Retoucher: Christopher Peabody
