Brief Explanation

This is an integrated campaign to create awareness of Samsung's Winter Olympics sponsorship - focus on Samsung's leading edge mobile phone technology through the recruitment of Samsung Mobile Explorers (SME). Recruited internationally to capture the unexpected (WOW) moments via Samsung's flagship mobile device - the Omia II. Each SME team will be armed with an Omnia II to capture and blog the events in Vancouver live from in - and around the Olympics village. Ice Cubes are delivered as a packaging concept. Each cube has sub-level contents which unfold and open to reveal each section of the WOW campaign.