| Loeries Awards 2017 | ||
|---|---|---|
| Outdoor & Out Of Home | Outdoor Media | Bronze |
| Media Innovation | Media Campaign | Campaign Silver |
| Cannes Lions 2017 | ||
| Outdoor | Digital Outdoor: Interactive & Dynamic Billboards / Posters | Bronze Lion |
Alternative Title: The Smart Billboard
Category: Electronics, Technology
Media: Outdoor
Brand: Samsung
Agency: Leo Burnett
Geo: Israel
Advertising Agency: Leo Burnett, Tel Aviv, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriter: Oren Ben-Naim
Art Director: Meital Miller
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Supervisor: Inna Tubin
Account Manager: Sapir Aharoni
Published: March 2017
Description:
One of the advantages of the Samsung Gear S3 is his design. In first glance, no one knows that you wear a smart watch.To deliver the design advantage in a smart and notable way, we launched an unusual campaign that looks like a usual premium watch campaign, under the brand name: Frontier. The time is now.
In order to do so, we made the billboard come to life. We took an everyday situation – waiting for the bus – built a smart billboard that can communicate with the waiting everyday passengers. The billboard looked as a usual premium watch campaign, a male model on a black background with the most popular pose. While passengers waited for the bus the billboard came to life. The watch started working, showing its innovative features. As the model responded to the situation and interacted with the passengers, they were surprised and interested. Their spontaneous responses made it clear that they had no idea and never saw it coming. Samsung Gear S3: A smart watch that looks like a… watch! Agency: Leo Burnett, Israel