Samsung Freshness IMC Campaign - Role: Senior Art Director
THE INSIGHTS
FACTS OF FRESHNESS
In a market where every refrigerator claims to “keep food fresh”, freshness has become a vague, overused promise, hard to see, harder to prove.
Consumers don’t trust claims. They trust visible signs of freshness.
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Fresh fish -> clear, transparent eyes
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Fresh blueberries -> sink in water
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Fresh cabbage -> crisp, audible snap
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Fresh lemon -> can generate energy (light a bulb)
THE IDEA
“UNDERSTANDS FRESHNESS. KEEPS IT AT ITS BEST.”
By decoding what “fresh” really means across ingredients, Samsung proves its technology can keep food as fresh as its original state — positioning itself as the Master of Freshness.
DON'T BELIVE IT? SAMSUNG MAKE A TEST TO PROVE IT!
MAIN ASSET - TVC 30s
SERIES KEY VISUAL
A series of minimalist print & digital key visuals,
each built around a single, universal freshness proof:
SOCIAL ACTIVITIES
A fun social contest: Just cook whatever fresh food left in your fridge
