04-03555
Click on image to view high resolution
04-03555
Click on image to view high resolution

Design Your Time

[Social Media Campaign]

Client

Samsung Electronics, Schwalbach

Design

Leo Burnett Germany, Frankfurt/Main

Art Direction

Thomas Koch

Chief Creative Officer

Andreas Pauli

Copywriting

Christian Urbanski

Creative Direction

Helge Kniess (Art), Benjamin Merkel (Text)

Executive Creative Direction

Christoph Riebling


With the Gear S2, Samsung has presented its first round smartwatch. Prior to the launch and under the motto “Design your time”, the Samsung community was invited via Facebook, Instagram, tech bloggers and opinion leaders to design a new individual watch face for each minute of the day. There were no particular rules, allowing everything from drawings and paintings to collages. Within just a few days, thousands of unique watch faces were created and submitted. The most original 1,440 designs among all submissions were integrated into the dynamic “Samsung Watchface” and published as an app. Thus, the watch features a different image for each minute of the day. This campaign generated a high awareness of the new product in the social web and led to the development of an innovative content tool.

Statement by the jury

With this social media campaign, Samsung has managed to both reach a creative target group and position itself as a design-oriented manufacturer. The campaign is based on a strong

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2016/2017.

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