DRAW AND RELEASE

Bronze Spike

Demo Film

Presentation Image

TitleDRAW AND RELEASE
ClientSAMSUNG ELECTRONICS
Product/ServiceGALAXY S7 EDGE
CategoryB03. Experience Design: Multi-platform
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Production 2 AID-DCC Tokyo, JAPAN

The Campaign

For consumers, submerging a smartphone in water is the worst possible experience. By making the submersion of a smartphone in water an entertaining experience, we aimed to communicate the waterproof function in a positive light. This surprising experience was made up of drawing a picture on a Galaxy S7 edge with the dedicated app installed, submerging the phone in water to bring life to the picture, and then watching the fish move about.

Creative Execution

Because the Galaxy S7 edge did not have a mechanism to detect when it was submerged in water, we successfully attributed a trigger to the application by using the wi-fi radio wave characteristics whose strength changes dramatically when submerged in water. By transmitting the picture drawn by the consumer as data to a PC application linked to the smartphone application, we were able to achieve rendering the picture moving off the smartphone screen. By archiving and creating a gallery of the consumers' drawings, we were able to design a mechanism to pique the interest of passersby.

Credits

Name Company Position
Hisashi Tanaka DENTSU INC. Creative Director
Yuki Abe DENTSU INC. Copywriter
Yoshishige Mori DENTSU INC. Account Exective
Yasuyuki Shiogai DENTSU INC. Account Executive
Ei Suzuki DENTSU INC. Account Executive
Takatsugu Hashimoto DENTSU INC. Account Executive
Shota Sawabe TOHOKUSHINSHA FILM CORPORATION Producer
Kazuya Yokoyama TOHOKUSHINSHA FILM CORPORATION Producer
Ryohei Kaneko TOHOKUSHINSHA FILM CORPORATION Production Manager
Naoto Shigemasa AID-DCC Inc. Technical Producer
Kenjiro Nakayama AID-DCC Inc. Art Director/Designer
Yoshihiro So coconoe inc. Director
Junya Yamada coconoe inc. Technical Director/Programmer
Shunjiro Miyauchi YAYA Inc. Application Engineer
Satoshi Yoshitake cubesato Sound Designer
Links
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