CHEIL WORLDWIDE BENELUX, Amsterdam / SAMSUNG / 2017
The Crèche Test. We see a close-up of a mobile phone. It quickly becomes clear that the phone is in the play area at a crèche. We see a group of toddlers enjoying themselves with toys, water, sand, modelling clay, paint, tricycles and... the mobile phone. The images are focused on the children’s unrestrained, reckless and sometimes destructive way of playing with the phone. We finish with the same close-up of the phone at the end of the play session, lying in a dirty residue of water, sand and paint. The phone appears to be unharmed and working. Title appears: Intensively tested. For intensive use.