Samsung: PAPARAZZI

Credits & Description:

Category: Stunts & Live Advertising

Advertiser: SAMSUNG ELECTRONICS

Product/Service: NX200 CAMERA

Agency: CHEIL WORLDWIDE

Chief Creative Officer: Ina Choi

Executive Creative Director: Thomas Hong-Tack Kim

Creative Director: Thomas Hong-Tack Kim

Copywriter: Yu-Hyun Lee/Jungsuck Lee

Art Director: Seungyon Chung/Cinjae Whang

Account Manager: Koohyun Yoo (Hakuhodo Cheil)

Account Manager: Koohyun Yoo (Hakuhodo Cheil)

Other Credits: Seungyong Kang(Does)/Donghoon Chae(Gab)/Sungmin Jee



Ambient Execution Description

South Korea is well known as a country that has high interest in beauty. People admire beautiful celebrities so much that they dress, eat, and spend time or money like famous stars. Just like the stars, fashion and trend take important part of people’s lives. Many don’t even hesitate in having plastic surgery to be as beautiful as the stars. Based on such national atmosphere, SAMSUNG CAMERA decided to help the real people feel like real stars by using NX200, a light mirrorless camera that offers high quality images.

The idea is simple. Consider the real people the real famous stars in order to help them experience unforgettable and unexpected moments.



Several paparazzi suddenly crowd around a real person in the streets, cafes, beauty shops, stores etc and take a photo with SAMSUNG CAMERA’s NX200. They tag a QR code sticker on the person and run away. When the person scans the QR code on his or her phone, the photo that was just taken appears on the screen. Click on YES, and the photo is on the cover page of a magazine with eye catching headline. This cover page is then instantly uploaded on NX200 Facebook page to be shared by everyone on line. The person who gets the most LIKE votes gets the chance to become the model for the next SAMSUNG CAMERA advertisement.