SAMSUNG X-600 “Digitall flash” from roxanna bianco on Vimeo.
samsung x-600
A cinema commercial for the pan-European market introducing Samsung’s new mobile phone with flash for “creatures of the night”.
A key visual aided synergy across media and made Korean clients happy. In this case it was the square flash of the X-600.
The ad won Billboard London Top 10.
BEHIND THE SCENES: when I presented the campaign to Samsung in headquarters at Seoul, Korea, I was initially taken aback to find almost 30 people present in the boardroom meeting. The head of marketing asked each and every one of them to express their opinion of the campaign…starting with the most junior staffer and working their way up to him. In the end, he gave us his feed back. Pressure. For the junior who went first, I mean.
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