Title | INSIGHT |
Brand | SAMSUNG ELECTRONICS |
Product / Service | SAMSUNG CAMERA |
Category | B02. Consumer Products |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
DM/Advertising Agency: | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Ina Choi | Cheil Worldwide | Chief Creative Officer |
Hye Won Oh | Cheil Worldwide | Executive Creative Director |
Hyunjung Park | Cheil Worldwide | Copywriter |
Myungpyo Eun | Cheil Worldwide | Copywriter |
Hwaseok Jang | Cheil Worldwide | Art Director |
Hayean Kim | Cheil Worldwide | Art Director |
Taejin Im | Cheil Worldwide | Art Director |
Jaebum Ahn | Cheil Worldwide | Account Director |
Dongouk Seo | Cheil Worldwide | Account Executive |
Janghwan Oh | Cheil Worldwide | Promo Director |
Younjung Choo | Cheil Worldwide | Promo Planner |
Charlse Cho | Cheil Worldwide | Interactive Director |
Jung Seok Lee | Cheil Worldwide | Interactive Planner |
Youngho Kang | Sangsang Studio | Photographer |
Yang Hoon Kim | Producer | |
John Park | Addict Media Film | Director |
Yuhyun Cha | Addict Media Film | Producer |
Soon Park | Cm Park | Sound Design |
Jaehyung Park | Design Fever | Web Director |
Sihwa Kim | Solidworks Associates | Promo Planner |
Samsung camera which is leading the compact digital camera market in Korea starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology. To answer the question, 'what makes an ultimate camera?' we decided to have very special photography class.
We traveled with the students for three days, their cameras in hand. The sound of the waves, of the reeds swaying in the wind, the scent of the sea, of mandarin oranges, of the bonfire, the heat from the flames, and the feel of the bumpy rocks —they captured all they sensed with their cameras. We found amazing results in the tens of thousands of photos that they took, colors, compositions, and subjects that we had never seen before.
We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the Blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells, textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition.
Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. Professional photographers were also impressed by their work. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired.