Title | DRAW AND RELEASE |
Brand | SAMSUNG ELECTRONICS |
Product / Service | GALAXY S7 EDGE |
Category | E03. Innovative Use of Technology |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Production 2 | AID-DCC Tokyo, JAPAN |
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 |
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.
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.