The One Show
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Category
Social Media / Branded Social Post
Annual ID
150240A
About the Work
In August 2014, a news story broke that horrified the world. A report had shown that black cats were being abandoned in record numbers and one of the reasons was that people thought they didn't look good in photos. Immediately, Samsung decided to do something about it. We arranged a photoshoot with abandoned cats at the SPCA, using only a Galaxy S5 smartphone to take the pictures. Later that week, we posted a video guide to taking great black cat photos. We also released the photos as proof that it could be done. Thousands of people began sharing their black cat photos in support and by the end of the week, our photoshoot was being talked about on the national news. Our Facebook post became Samsung NZ's most shared social media post ever and the cats featured in our photos were adopted just days later.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Colenso BBDO / Auckland
Art Director
Beth O'Brien
Chief Creative Officer
Nick Worthington
Creative Director
Dan Wright
Editor
Marco Siraky
Photographer
Rachael Hale McKenna
Writer
Oriel Davis-Lyons
Agency Producer
Katie Nimmon
Content Strategist
Neville Doyle
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