Malcolm Poynton

How do you launch the world’s best low-light smartphone camera when your competitor’s global OOH campaign has blinded consumers?

For the launch of Galaxy S7 in the Netherlands, we put Galaxy S7 in hands of Icelandic fisherman, Runa Johnson, owner of the worst Instagram account, ever.

The transformation of Runa’s photos taken during Iceland’s dark winter months demonstrated perfectly the capabilities of Galaxy S7’s low-light camera.

Within x2 weeks the campaign had generated 45M impressions, surpassed industry engagement rates by x4 and beaten the campaign benchmark by 224%. However, despite Runa’s photos were now pin-sharp and perfectly exposed, he was not likely to secure a gallery exhibition anytime soon.

Traditional advertising was never going to get Galaxy Z-Flip5 into the hands of the UK’s Gen Z when 72% own an iPhone.

With over 60% of Gen Z following Skateboarding in the UK, creating the world’s first content studio for Skateboarders, powered by Galaxy Z-Flip5 ensured we got the device into the hands of 41,300 Gen Zers in just x2 weeks, bringing street cred to the device.

Sessions and lessons with Skateboard GB, UK Olympian Sky Brown, Rinse FM and Hypebeast resulted in more than just a line ‘round down the block, it triggered 2.2Bn reach on socials, 95.9% positive sentiment and crucially, a 4% increase in Galaxy’s share amongst the UK’s Gen Z.

A journey over multiple flagship releases - across desktop, tablet and mobile - combining blended client x agency dev teams in clean-rooms in Korea with the UXD journey starting in a clean-room at Barbarian NY, copy contributions from DotCom & MarComms teams has all seen Samsung Galaxy’s DotCom evolve to become industry leading. Not-to-mention a major year-on-year contributor to mobile sales. Thanks to the Web Awards for multiple recognitions and People’s Choice for DotCom UXD, Navigation Design and Mobile Design.

D&AD, BRITISH ARROWS

A forgotten brand, overtaken by newcomers, Lycra needed to reassert its credentials. Despite being a functional product, we developed a bold visual language to demonstrate Lycra’s ability to move with you, re-establishing the brand’s iconic status in the process.

CANNES LIONS, D&AD

Standard Chartered Bank are short sponsors for Liverpool Football Club however, they were looking to make meaning of this sponsorship for fans across Asia. We pioneered TechBall as a way of putting fans at the centre of Standard Chartered's campaign and to project a progressive image for the bank in today's digital wold. 

Developed with the collaboration of Liverpool FC, TechBall is the world's first FIFA spec ball to have a built-in video camera. Specialised software helps determine 'the good bits' from the footage.

Fans were challenged to share their passion through TechBall for a chance to join Liverpool for a training session at Craven Cottage, all captured via the TechBall.

CANNES LIONS, WEBBYS, SXSW

Science says that Ice Cream makes you happy. And with that, Unilever set out to Share Happy across the globe. Not with a global TV campaign merely saying so but with the roll out of the 21st Century Ice Cream van - a smile-activated Ice Cream vending machine.

Adopting stage-of-the-art facial recognition software from the Fraunhofer Institute, we created a smile-o-meter - with a big enough smile, the machine instantly snaps a picture, posts it to our Facebook photo-booth and vends a free ice cream. We even built a 'glitch' into the machine to randomly vend two ice creams on occasions. 

On it's launch weekend in Portugal we captured 60,000 smiles. And today, these machines are happily vending 700% more ice cream than Unilever's regular vending machines, across 4 continents. 

ANDYS, ONE SHOW, WEBBYS

Learning Shakespeare is compulsory for British school children. Unfortunately, for most they are simply handed a dusty old book and expected to read it before sitting an exam on the topic. Given Shakespeare wrote plays, not books, in partnering Samsung and the Royal Shakespeare Company we set about introducing young Brits to Shakespeare in the most natural of ways for them today - through a mobile app.

RE:Shakespeare stretches beyond mobile apps as we know them to deliver an interactive learning experience featuring Play, Practice and Performance chapters. Each using the latest of mobile technologies, 360 video and real-time, first person interactive recording.

To date, more than 400,000 British school children have benefited from RE:Shakespeare and we're just getting started.

CANNES LIONS