Cannes Lions

Missing Masterpieces

EDELMAN, London / SAMSUNG / 2021

Presentation Image
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Case Film
Supporting Content
1 of 0 items







The Samsung Frame TV has a magical duality. It’s a 4K TV designed to double as an art frame, that can display beautiful works of art.

In Europe though, the TV category is super generic. It’s all about comparing tech specifications so the only difference people see is price.

We needed to move Samsung from being seen as a manufacturing business to a culturally relevant brand that inspires curiosity.


• Drive earned attention through cultural, engaging, authentic, newsworthy stories that genuinely link to the product

• PR: help reach a more consumer-centric, less technical audience, e.g. broader lifestyle media

• Appeal to a younger (Gen Z) audience to stand out from competitors, driving brand differentiation

• Multi-market to resonate across multiple European countries


How could we highlight this incredible feature in a way that would be surprising or inspiring enough to earn real attention?



We discovered that there is more art missing around the world than there is showing in all of the world’s museums combined. The Samsung Frame TV doubles as an art frame.

What if the TV designed to bring art into our homes could help bring lost art back to the world?

Creative Idea:

We created ‘Missing Masterpieces’; the world’s first art exhibition for finding lost art.

Together with a world leading art crime historian, we exhibited a collection of 12 digitized iconic lost artworks on Samsung Frame TVs in homes and online, in over 30+ European countries.

Then we invited the world to help in the search to find these lost treasures.

The campaign would capture imaginations all across Europe and to showcase the Samsung Frame TV’s key differentiating feature, while inviting a more meaningful role in people’s lives.


Most TVs are judged on tech specs and price.

Samsung wants its TV products to provide a richer connection and enhance the role of TVs in the home. ‘The Frame’ TV’s duality feature does that.

Explaining the feature wouldn’t be enough. We needed to capture the attention and imagination of a younger Gen Z target demographic.

First, we thought about the broader, eternal, mystical features of art. We thought about the role of art in society and our collective culture and discovered the mind-blowing fact that there is more lost art in the world than in all the art museums combined.

By highlighting the mystery and loss of great art works, we were able to engage a wider and younger audience than we ever could have by talking about the product alone, but in a way tied perfectly to the product feature.


Together with world-renowned art crime historian Dr Noah Charney and ARCA (Association for Research into Crimes against Art) we licensed images of 12 invaluable lost artworks by icons such as Van Gogh, Cezanne, and Monet. Dr Charney directed us to the mysteries and clues around each artwork to engage audiences.

Each image was perfected for display inside The Frame interface, on and Instagram content.

A 45” Netflix documentary style exhibition trailer (subtitled in 30+ European languages) was released to excite audiences.

Interviews with artists drove in-depth news, lifestyle, and broadcast coverage across Europe.

‘Missing Masterpieces’ exhibited on

An email hotline was set up at ARCA to receive tip-offs from the audience.

Campaign posts, quiz polls and beautiful ‘Wanted’ style posters for each artwork drove Instagram engagement.

The campaign lived for 3 months across Europe.


Reach & Engagement

• Activated in 30+ European countries

• 960+ pieces campaign?coverage

• 1.07 billion impressions across earned media

• Traction in 44 countries, spanning each continent


• Over 50% of audience reached were Gen Z or Millennials, demonstrating high campaign awareness and engagement amongst target.


• 44 countries

• Coverage across many new titles that had not featured Samsung before, including lifestyle (e.g. Vogue Italia, Mental Floss, The Collector, So Soir), top-tier news (e.g. Euronews) and broadcast outlets (e.g. Times Radio, BBC Radio, France 24)

• Five-minute segment broadcast on France24 Encore! Including PR launch film. News piece shared on the France24 website (7.7M monthly visitors) and YouTube (1.5M subscribers)

Business Impacts

• 173% increase in searches for ‘Samsung Frame TV’ YoY

• 169% increase in European search volume for “Samsung The Frame” during the campaign (compared to the six months prior)

• 144% increase in European search volume for “Samsung The Frame” during the campaign (compared to the six months prior).

• 82% increase in European search volume YoY (Nov 2019 v Nov 2020) for “Samsung the frame”

• 124% increase in European search volume YoY (Nov 2019 v Nov 2020) “Samsung Frame TV”

• Post campaign, 55% increase in European search volume for “Samsung The Frame” (compared to the six months prior).

• Post campaign, 46% increase in European search volume for “Samsung Frame TV” (compared to the six months prior).

Similar Campaigns

12 items

To dance, or not to dance?


To dance, or not to dance?


(opens in a new tab)