The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2018 One Show - Interactive

DRAW and RELEASE

Agency DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + AID-DCC Inc. / Tokyo/Osaka + coconoe inc. / Okayama

Client SAMSUNG ELECTRONICS
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Annual ID

OS_IN18094M

About the Work

We needed consumers to be aware and understand the waterproof function newly added to the Galaxy S7 edge smartphone. We developed "DRAW and RELEASE" as one of the contents for the Galaxy Studio, an event to appeal Galaxy brand products. DRAW and RELEASE was implemented in the Galaxy Studios in 5 locations: Tokyo, Osaka, Nagoya, Fukuoka, and Hong Kong. More than 250,000 visitors attended in total. For consumers, submerging a smartphone in water is the worst possible experience. By making the submersion of a smartphone in water an entertaining experience, we aimed to communicate the waterproof function in a positive light. This surprising experience was made up of drawing a picture on a Galaxy S7 edge with the dedicated app installed, submerging the phone in water to bring life to the picture, and then watching the fish move about.