With the new Gear S2, Samsung is heralding a whole new era of timekeeping and completely redefining the smartwatch. Our job was to break new ground in terms of communication, to highlight the customization options offered by the Gear S2, and, of course, to generate a huge amount of buzz for this new wearable.

We used the full spectrum of digital touchpoints to encourage Samsung fans to submit their watch face designs and interpretations during the campaign period.

Within just a few days, thousands of watchfaces were submitted.

In order to accomodate all other features of the Gear S2, we developed a dynamic watchface anchored in the operating system. Thanks to this special Gear S2 watch face, the 1.440 most creative submissions were shown accurately every minute.“

A completely new kind of content channel was created that unveiled a different watch face every minute, reminding people that time is what you make of it.