Cultural Re-branding

This project was one of Samsung’s soul searching initiatives, initiated by Leo Burnett International, to morph Samsung from a product-centric to a lifestyle brand. One way to express this change is to present the integration of the products to ease daily life for BestBuy customers.

Showcasing the brand as a portal to modern life is one of the answers to this challenge. In a small footprint, daily life was presented as a challenge, and Samsung integration solutions are presented intuitively as THE lifestyle of modern living.