Sam­sung brings emo­tions to life with ‘Colour Ther­apy’

Campaign Middle East - - NEWS IN BRIEF -

At the In­ter­na­tional Sym­po­sium on Elec­tronic Art (ISEA) in Dubai in early Novem­ber, Cheil World­wide pre­sented a ‘per­for­mance’ themed ‘Colour Ther­apy’ for client Sam­sung. ISEA is an event for new me­dia and in­ter­ac­tive arts.

When a passer-by en­tered his or her emo­tion into the Galaxy Tab S, it was in­stantly vi­su­alised on a gi­ant screen, and the um­brel­las held by about 50 vol­un­teer­ing par­tic­i­pants.

Heesun Kim, vice pres­i­dent of Sam­sung Elec­tron­ics, HQ said: “Through this per­for­mance, peo­ple can feel the con­nec­tion and ex­pe­ri­ence the way that Sam­sung pro­vides con­sumers with the op­ti­mal visual ex­pe­ri­ence through the Galaxy Tab S. In ad­di­tion, what makes the per­for­mance mean­ing­ful is that it goes beyond prod­uct pro­mo­tion. By com­bin­ing lat­est tech­nol­ogy and art, it com­mu­ni­cates with peo­ple, de­liv­er­ing and read­ing their emo­tions.”

The cam­paign de­signed for the global launch of Sam­sung Galaxy Tab S across six ma­jor ci­ties, was cus­tomised for each city.

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