Brief Explanation

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’.