Cannes Lions

SAMSUNG MEMORY

IDEO, Palo Alto / SAMSUNG / 2013

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Samsung Memory offers a range of products that enhance the performance of consumer electronic devices. The company partnered with our design firm to create a digital brand campaign that illustrates how Samsung Memory provides people with more efficiency, more time, and more enjoyable experiences. To help consumers understand the benefits, the team created a series of short videos starring fictional characters that conspire to annoy people by causing everyday inconveniences. Battery Brutus is one of three “conspirators” who embody the universal pain points that consumers experience with electronic devices. They also form the basis of a broader brand awareness campaign integrating advertising, video, and interactive simulations on the Samsung Memory website.

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