Title | YOUR SONG |
Brand | SAMSUNG ASIA |
Product / Service | CONSUMER ELECTRONICS |
Category | C04. Community Applications |
Entrant | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Entrant Company: | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Advertising/Web Design Agency: | CHEIL WORLDWIDE SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Vijay Anand | Cheil Singapore | Creative Director |
Karen Wong | Cheil Singapore | Senior Art Director |
Christan Sow | Cheil Singapore | Senior Copywriter |
Aaron Gomez | Cheil Singapore | Head Of Interactive |
Alvaro Bruch | Cheil Singapore | User Interface/Motion Designer |
Serene Lee | Cheil Singapore | Developer (Backend) |
Berton Tan | Cheil Singapore | Account Executive |
Kun | Make Studios | Digital Director |
Jing Xuan | Make Studios | Multimedia Artist |
Calvin Loh | Block A Pictures | Director |
Gary Yong | Block A Pictures | Director (Behind The Scenes) |
David Chua | Block A Pictures | Project Coordinator |
Timothy Koh | Block A Pictures | Project Coordinator |
Sufyan Sam’an | Block A Pictures | Producer |
Goh Lay Lan | Block A Pictures | Producer |
Douglas Woo | Block A Pictures | Editor |
Calavin Lim | Block A Pictures | Editor |
Valeria Neo | Block A Pictures | Project Coordinator |
Nalla Chan | Cheil Singapore | Managing Director |
Nicholas Ng | Cheil Singapore | Interactive Architect |
Challenge: Samsung GALAXY S III’s positioning line ‘Inspired by nature. Designed for humans” leaves many befuddled. The challenge was getting people to understand what true design for humans means in relation to a smartphone. Insight: Humans appreciate personalised services and offerings that speak to them. Idea: To elevate human emotions and expound on the meaning of “designed for humans”. Four improv artists were engaged to create music for the social media sphere, LIVE. Just by using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it “Your Song.”