DRAW AND RELEASE

Short List
TitleDRAW AND RELEASE
ClientSAMSUNG ELECTRONICS
Product / ServiceGALAXY S7 EDGE
CategoryA10. Innovative Technology
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

We were able to cross reality with virtual reality by designing an experience that consists of a tank with actual water in it and releasing fish into it. By improving the accuracy of the mechanism that uses the change in Wi-Fi radio wave strength produced from submerging the smartphone in a water tank we were able to design a natural experience of releasing fish for consumers. In addition, by archiving and creating a gallery of the drawings from the experience, we were able to design a mechanism to pique the interest of passersby as well.

We were able to communicate the superiority of the waterproof function to consumers with an impact by presenting the ordinarily negative experience of submerging a smartphone in water in the reverse light. Competing products also have the same function, but Galaxy was able to provide an experience closer to consumers.

By making it an attraction that could be enjoyed together with children, we were able to provide a great many of our main target of millennials, parents, both males and females in their 20's-40's, with the experience.

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
Supporting Webpage