Phones: just like us

Well, not quite. But the latest brand campaign from Mississauga, Ont.-based Samsung Canada does a great job of bringing the cellies to life. And, since phones seem to be replacing dogs as man's best friend, the super-pal treatment rings true.

Well, not quite. But the latest brand campaign from Mississauga, Ont.-based Samsung Canada does a great job of bringing the cellies to life. And, since phones seem to be replacing dogs as man’s best friend, the super-pal treatment rings true.

A 30-second TV spot features robot-like creatures made entirely of Samsung mobile phones doing everything from rocking out to giving a thumbs-up. Eight different print and OOH executions also depict hand gestures being made by the cell ‘bots.

‘We wanted to marry technology and humanity,’ says Noreen McDermott-Santilli, ACD at Mississauga-based Cheil Worldwide, Canada. ‘We wanted to make the phones the hero.’

There are two additional print and OOH executions and one TV spot around Samsung’s hockey and soccer sponsorships that also play on the phone ‘bot concept. McDermott-Santilli says they’ve started researching various international hand gestures to eventually use in ethnically targeted executions.

‘As soon as we began to brainstorm about executions for this, it started to snowball,’ she says. ‘That’s when we knew we had the right concept.’

This is the first original campaign by Cheil Canada, which had previously just adapted international work. McDermott-Santilli says the shop has been focusing more on crafting original Canadian work for the past year and a half. Cheil Worldwide, headquartered in Seoul, South Korea, is Samsung’s international AOR.

advertiser: Adrianne Zabo,marketing manager,Samsung Canada

agency: Cheil Worldwide, Canada

ECD: Tom McManus

ACDs: Noreen McDermott-Santilli, Derek Neal

AD: Derek Neal

copywriter: Noreen McDermott-Santilli

junior AD: James Tuer

senior account manager: Angela Fitzpatrick

senior broadcast producer: Tessa Waisglass

account coordinator: Justyna Leitgeber

prodco: The Ebeling Group, Saddington & Baynes

executive producer: Mick Ebeling

senior producers: Neil Van Harte, Eliza Pelham Randall

producer: Amy Fahl

director: NAKD, Toronto

CDs: Chris Bahry, Alexandre Torres

animators: Vinicius Nascimento, Marcin Porebski, Marcus Alquéres, Leonardo Mateus, Chris Bahry, Alexandre Torres

compositing: Leonardo Mateus, Chris Bahry

lighting & rendering: Alexandre Torres, Chris Bahry

modelers: Lee H. Wolland,Sergio Yamasaki, Steve Kahwati, Joel LeLièvre, Jon Mitchell, Erick Geisler, Edmund Kozin

rigger: Paul Hormis

sound: Silent Joe, Toronto

music supervisor: Marco DiFelice

You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.