Title | INSIGHT |
Brand | SAMSUNG ELECTRONICS |
Product / Service | SAMSUNG CAMERA |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
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 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.
Promotion for the exhibition kicked off with the airing of a TV commercial followed by interactive ads in print media and on outdoor billboards that connected to interview videos via QR codes, and by online campaigns on micro sites and Facebook. The exhibition at Yoo Art Space featured not only the students' photographs but reliefs and a 4D experience room which allowed visitors to experience the show with all five senses. This special exhibition was covered by numerous print and broadcast media and the photography class was filmed as a documentary that aired on national TV. An application was also launched for smart TVs which allowed viewers to make donations to the Hanbit School after seeing the photos.