Reliability in the extreme
Samsung’s European air-conditioner division was struggling to compete with Daikin, the market leader at the time across the Nordic and European region. Samsung needed to think outside the box to how they could get their retailers, wholesalers to stock more Samsung.
We decided to create a series of ads that sold their air con unit as a premium product and embrace the storytelling rather than focusing on the features.
We intentionally kept the product reveal hidden right till the end of the film and created a series of films in extreme climates, embracing the reliability in the extreme of the Samsung air con.
Shot across Scandinavia using helicopters filming with Huskies and shooting in -31 degree temperatures. This first of the 2 ads was such a great success, they commissioned the second ad campaign.
Multiple assets were created for TV, online and events.