Samsung "Imagine"

How do you create a worldwide communication idea for Samsung when even the people at Samsung have decided that it’s impossible? The brand had tried a variety of theme lines and found that none captured the essence of the Samsung ethos. Nothing could be applied universally, translated to every language, and could be used from film to packaging. Samsung was now asking for a series of basic product-focused commercials and print ads.

But imagine you decide on a different approach. Imagine that you start with the psychological potential of each product, the fantasy of what it will do for you, the power of it’s beautiful design, and work backwards. It’s not that hard to Imagine.