It doesn’t have to be a phone to be smart – In this campaign for Samsung Germany, we reimagined how home appliances like fridges and washing machines are perceived, highlighting their advanced smart features. Inspired by the iconic and familiar visuals of smartphone advertising, we staged these appliances with a striking and familiar setup: a large hand holding the device, presenting it as the ultimate “smart gadget” for modern living.
By using this universally recognized imagery, we created an immediate connection between cutting-edge technology and everyday appliances. The campaign positions Samsung as a leader in smart living, showcasing how their appliances are just as innovative and essential as a smartphone.
By using this universally recognized imagery, we created an immediate connection between cutting-edge technology and everyday appliances. The campaign positions Samsung as a leader in smart living, showcasing how their appliances are just as innovative and essential as a smartphone.
Client –– Samsung
Agency –– Leo Burnett
My Role –– Concept, Art Direction, Creative Direction
Agency –– Leo Burnett
My Role –– Concept, Art Direction, Creative Direction
