Winners

The Art Of Hack

Silver Award

Brand Experience

Promotions

In a market hit by inflation and declining TV sales, Samsung found a clever way to launch its premium model The Frame. The Art of Hack redefined the TV as art, benefiting from Spain’s reduced VAT for artworks. Through a website, users uploaded or created drawings to unlock an 11% discount.The campaign drove 2.8M organic views, +55% revenue, massive engagement at IFEMA’s art & tech fair, and made buying a <br /> TV a smart, playful and cultural brand experience.

Credits

Creative Director
Jaime Azurmendi