YOUR SONG

TitleYOUR SONG
BrandSAMSUNG ASIA
Product / ServiceCONSUMER ELECTRONICS
CategoryC04. Community Applications
EntrantCHEIL WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company:CHEIL WORLDWIDE SINGAPORE, SINGAPORE
Advertising/Web Design Agency:CHEIL WORLDWIDE SINGAPORE, SINGAPORE

Credits

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

Brief Explanation

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.”

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