One of the advantages of the Samsung Gear S3 watch is its design: it looks nothing like a smart watch.
In fact watch purists and design aficionados alike will most likely agree it is one hell of a beautiful and smart design.

That’s why to communicate this design edge in a smart and notable way, we launched a bus poster campaign under a fake brand name which looked like any other watch advertising campaign you may have ever seen…that is, until we brought the posters to life.

Leveraging the everyday situation of waiting for the bus – we built a smart billboard that could communicate with commuters waiting for their ride.

The billboard featured a male model striking a typical “watch advertising” pose – the only difference being that the model was actually eavesdropping on commuters’ conversations and his picture came to life every time people struck a subject they could use the smart watch for. That way, as the model responded to the situation and interacted with commuters, he got to show off the watch’s innovative features to the great surprise and delight of passengers whose response made blatantly clear that they never for a moment saw it coming. Using a simple a smart billboard, we proved to them beyond a shadow of a doubt that the Samsung Gear S3 was not only the smartest but probably also the best looking watch around.

Samsung Gear S3: A smart watch that looks like a… watch!

Watch our case video here:

Credits:
Advertising Agency: Leo Burnett, Tel Aviv, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben-Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Supervisor: Inna Tubin
Account Manager: Tseela Freund