Title | THE GALAXY NOTE GALLERY |
Brand | SAMSUNG ELECTRONICS |
Product / Service | SAMSUNG GALAXY NOTE |
Category | B02. Consumer Products |
Entrant | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
Entrant Company: | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
Advertising Agency: | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
Media Agency: | BIG TREE OUTDOOR Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Eric Cruz | Leo Burnett Malaysia | Executive Creative Director |
Adam Chan | Leo Burnett Malaysia | Creative Director |
Derek Yeo | Leo Burnett Malaysia | Copywriter/Art Director |
Eddy Nazarullah | Leo Burnett Malaysia | Copywriter |
Ali Imran | Leo Burnett Malaysia | Copywriter |
Hon Jun Weng | Leo Burnett Malaysia | Art Director |
Hyrul Anuar | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Karen Ho | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Gerryrego Admiralindo | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Gary Chuah | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Juen Yap | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Azri Tarmzil | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Mohd Iqbal | Leo Burnett Malaysia | Graphic Designer/Illustrator |
Ngian Yuchun | Leo Burnett Malaysia | Account Manager |
Renee Lum | Leo Burnett Malaysia | Account Manager |
Lee Wei Jiin | Leo Burnett Malaysia | Account Manager |
The campaign produced extraordinary buzz, becoming one of the most talked about phone launches in its category. It was covered in 36 media publications, amounting to a total of USD140K in earned media.
The result is a contextual out-of-home campaign (consisting of more than 140 panels that make up 29 art pieces) that reacted to the physical environment they existed in: birds hanging out on rooftop awnings, jungle animals leading people to the train station, traffic jams in front of real KL traffic jams and a vortex of sea life that twisted into retail items connecting Aquaria to KLCC. QR Codes were utilized in an irreverent manner, offering passersby a bit triggering random discoveries that continued the stories from the illustrations, allowing people to reconnect with their city in new and surprising ways. Every peice of work from mural to movie, was illustrated and animated entirely on the Samsung Galaxy Note.
The client wanted to cover the Masjid Jamek train station with visuals of the Samsung Galaxy Note Avoiding the usual product story that only communicated "features", team saw an opportunity to breathe life into city by using the Note to illustrate their "KL-takeover" story.