Raphael Nattiv | DesiCreative

Samsung Presents : the Smart Billboard by Leo Burnett Tel Aviv

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

Samsung Gaming Marathon

If you’ve ever participated in a marathon, you’ll know that at every marathon event they use the chest chip and stepping pad combo as a system for measuring a runner’s results. So this year, to capitalize on the massive participation in the Samsung Marathon – Israel’s largest running event – we decided to HACK THE RUN FOR GOOD by turning the marathon course into a gaming track and the runners into players.

How? By adding more stepping pads along the running course and turning them into game coin collection points.

Every time a runner steps on one of the pads, he collects a coin which is registered in real time via his chest number chip, added to our database and turned into real money. At the end of the marathon, the sum accumulated is then donated on behalf of the runner to the charity of his choice.

From our preliminary data, participation numbers are set to hit a new record high with 40,000 runners attending from all over the world (from over 40 different countries) so we’re talking about lots of money that will be making a difference for many people. Now that’s worth running for!

Samsung Gaming Marathon

. Run. Play. Donate.

Advertising Agency: Leo Burnett Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriter: Oren Ben Naim
Copywriter: Oded Zur
Art Director: Meital Miller
Art Director: Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account manager: Tseela Freund
Account Executive: Inna Tubin