Creative Execution

A fake survey was conducted on Samsungcard’s Facebook, which asked people who they admire the most. Female respondents who selected “father” were invited to bring their fathers along to a surprise event. Thinking that this was merely a simple dinner, fathers were shown a video clip that delivered pre-recorded messages from their daughters. The videos expressed the daughter’s feelings that they admire their fathers the most. Throughout the videos, they held hands tightly and emotional tears were shed. This was truly an unforgettable experience for everyone. All these moments were captured in a series of sketch movie clips.

Within one month of uploading the video clip on Youtube, the clip exceeded 1,200,000 views. In that same period, it received more than 4,000 likes and 1,000 shares on Facebook. Samsungcard successfully framed its image in people’s minds as a brand that upholds the integrity of values such as family that cannot be traded for any riches in the world.

April 2014, an incident that brought on a sense of great sadness and loss across the country occurred. The sinking of the MV Sewol claimed the lives of 294 people, including 183 high school students who were on a school field trip. The Korean public was deeply affected by this tragedy and through condolences to the victims and families of the sinking incident, many Koreans shared in the great loss, experienced by the victim’s families. As harrowing images were brought to the public through extensive news coverage; the public were left with a great sense of the utmost importance of family in this life. With the brand philosophy “Focusing on the important,” Samsungcard attempted to expand its image to embrace and incorporate immeasurable values such as that of the family in order to be a source of support and comfort to the public in its hour of darkness.