Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: SAMSUNG
Product/Service: SAMSUNG GALAXY NOTE
Agency: DENUO
Agency: STUDIO NUMBER ONE
Agency: DOOMSDAY ENTERTAINEMNT
Executive Creative Director: Sam Cannon (Denuo)
Group Creative Director: Nick Sternberg (Denuo)
Creative Director: Shepard Fairey (Studio Number One)
Art Director: Cleon Peterson (Studio Number One)
Agency Producer: Bobby Hranichny (Denuo)
Agency Producer: Stephanie Schonauer (Studio Number One)
Creative Director: Gabe Bridger (Denuo)
Associate Creative Director: Erin Williams (Denuo)
Senior Art Director: Justin Delara (Denuo)
Executive Producer: Danielle Hinde (Doomsday)
Producer: Anne Johnson (Doomsday)
Director: Jessica Sanders (Doomsday)
Executive Producer: Gary Ward (Lost Planet)
Producer: Jaclyn Paris (Lost Planet)
Assistant Editor: Eli Beck-Gifford (Lost Planet)
Assistant Editor: Jason Dopko (Lost Planet)
Editor: Tyler Temple-Higgins (Lost Planet)
Editor: Chris Kursel (Lost Planet)
Editor: Victor Brown (Lost Planet)
Media placement: Video Series - Online - 28, February, 2012
Media placement: Online Media - Ted.com - 28, February, 2012
Media placement: Art Work - Live Event - 28, February, 2012
Campaign Description
In the United States, state and federal governments have very limited impact on the creation or delivery of branded content in the mobile/telecom industry. There are no known regulations that impacted the scope or execution of this project.
Effectiveness
Anyone who’s ever written a love note knows the power of handwritten communication. Yet, when Samsung introduced the Galaxy Note with its native drawing and handwriting capabilities, people didn’t see the positives. The pen that made it unique also made it seem dated on arrival. So we set out to remind people that technology itself doesn’t communicate… they do. To demonstrate the shortcoming of today’s mobile communication, we worked with world-renowned street artist Shepard Fairey to find six artists to rethink the most ubiquitous artifact of the mobile era: the emoticon. The results were six unique works of art and a documentary film series highlighting the power of handmade communication. Each would incorporate the Note in their creative process, and create a work of art. The result was The Emoticon Project. It included six documentary films directed by Oscar-winning director Jessica Sanders, which were broadcast across the web and shared across social networks. The artists’ work was then collected and exhibited at an exclusive gallery show and charity auction in Los Angeles to benefit Peace First, a non-profit dedicated to building safe school climates by teaching students to become problem solvers.
Implementation
The Emoticon Project was launched as a documentary series on TED.com during the 2012 TED conference, as post-roll video for TED talks. Viewers were directed to watch the entire series, and see the final artwork and artist profiles at noteworthyproject.com, Facebook and YouTube. The Noteworthy Project site allowed users to seamlessly share, ‘like’, tweet, and pin all of the Emoticon content.
Outcome
• Online click through rates shot up 65% over the average.
• Positive buzz was generated in social outlets. Creative communities were engaged.
• Sales expectations were exceeded, topping 5m and increasing pressure on competitors HTC, Nokia and Research in Motion.