Happy New Gear


Client 
Samsung Electronics

Background
- Samsung wanted to run an outdoor campaign for Gear S2 during the Christmas season in 8 different cities across the world.
- Before this campaign, Samsung’s global outdoor campaigns had been created by different regional branches of Cheil, thus there was a lack of consistency in their artistic style.

The Idea
- We decided to use the concept of 'the biggest Christmas card ever' and decided to work with 20 illustrators to create diverse playful images.
- In order to maintain a consistent visual tone and manner for the images created by different illustrators, We came up with a color scheme that consists of black, white, red, and one or two additional vibrant colors.



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