Be a Great Creator

Background

Ask any gadget junky about tablets and they'll tell you the same thing: they're great for consuming content. But if you want to create anything more advanced, you'd better not ditch your laptop just yet. At least that's the way things used to be. With the Galaxy Note 10.1, Samsung brought a real game changer to the table. Namely, the S-Pen - a pressure-sensitive stylus so advanced it transformed the tablet into a fully featured mobile art studio.

Idea

Every great work of art, literature and science started with nothing more than a humble pen, pencil or paintbrush. And an idea. Rebel didn't just see the Galaxy Note 10.1 as a valuable evolution in the story of the tablet. They saw it as a landmark evolution in the story of the whole creative process. The way they saw it, Samsung had reimagined the fundamental tools of creativity for the digital generation. So they began reimagining the work and worlds of creative geniuses like Leonardo Da Vinci, Pablo Picasso and Jane Austen, switching the tools of the time for the Samsung Galaxy Note 10.1. Seen through the eyes of such luminaries, the ‘Great Creators’ campaign took viewers on a whistle-stop tour through time and space – introducing the constellation of creative features offered by the Galaxy Note 10.1 along the way. Appealing to both the interests and aspirations of creative minds, this narrative turned the S-Pen into a truly human piece of technology – enabling far greater potential for creativity than any other tablet. The tagline then invited viewers to turn inspiration into action: “what will you create?” Three supporting videos enabled viewers to explore further into the product’s key capabilities, while a series of infovisuals on Samsung’s Facebook timeline stylishly amplified the social buzz surrounding the campaign. Collectively, these elements came together to land Samsung’s key product message “Be Creative” in a way that really captured the public’s imagination... Lead campaign video - Be a Great Creator: http://www.youtube.com/watch?v=PC4bPRviezU

Results

3.3 million views and rising daily. Over 2,100 YouTube likes (93% positivity). Rocketed Samsung to the top of Mashable’s Global Social Brand Chart. Earned Samsung a chorus of customer rapture on YouTube: “Amazing! What a brilliant way to get people interested in something, made me cry.” “Very very beautiful ad and a marvellous product.” “Best advertisement ever.”