| Title | TASTE THE NEW |
| Brand | SAMSUNG ELECTRONICS |
| Product / Service | REFRIGERATOR |
| Category | A04. Home appliances & furnishings, electronics & audio-visual |
| Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Production Company | MATTERS IN LIUKH Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Yoo Shin Lee | Cheil Worldwide | Director/Creative Director |
| Eun Ha Ko | Cheil Worldwide | Senior/Art |
| Yoon Min Choi | Cheil Worldwide | Senior/Copywriter |
| Min Jung Kim | Cheil Worldwide | Assistant/Art |
| Ga Young Seo | Cheil Worldwide | Assistant/Copywriter |
| Tae Hae Kim | Cheil Worldwide | Managing Director/Account Executive |
| Tae Young Kang | Cheil Worldwide | Director/Account Executive |
| Ji Young Kim | Cheil Worldwide | Senior/Account Executive |
| Eun Joo Kim | Cheil Worldwide | Senior/Account Executive |
| Geum Yong Lee | Cheil Worldwide | Assistant/Account Executive |
| Jung Hwan Son | Samsung Electronics | Executive Director/Client |
| Tae Sik Yoon | Samsung Electronics | Managing Director/Client |
| Yong Nam Kim | Samsung Electronics | Director/Client |
| Hyun Tae Kwon | Samsung Electronics | Senior/Client |
| Kwanggoeng Yu | Matters In Liukh | Director |
| Moon Yong Choi | Matters In Liukh | Diretor Of Photography |
| Woo Sung Choi | Cheil Worldwide | Agency Producer/Producer |
| Yongmin Kim | Matters In Liukh | Production Producer/Producer |
| Sejin You | Pulpomano | Editor |
| Jae Deok Kang | Limelight Studio | Sound Design Arrangement |
Samsung Chef Collection is the first premium refrigerator (as a local brand) launched in Korea on March 2014. We call it ‘a premium fridge’ because it has advanced technologies keeping the ultimate freshness of foods, and the price is almost three times to that of an average fridge in Korea. The key factor was emphasizing the high value of this premium fridge. Our solution was giving ‘new tastes’ by keeping the ultimate freshness of foods with the Chef Collection. In order to express the concept of ‘new tastes’ effectively, we created a story of children from two different countries. In this story, several Mongolian kids who have never seen the sea in their lives could meet the sea by tasting fresh salmon from Greenland, and kids from Greenland who have never been to the mainland before could meet the land by tasting the fresh meat from Mongolia. Chef Collection connected the two different worlds by delivering ‘new tastes’.