The goal of this project was to feature Samsung’s environmental and energy values while simultaneously highlighting their technology and products that make those values a reality. Tech Goes Green campaign highlighted the companies innovative technologies, such as their Galaxy smartphones, and how they are recycled into sustainability pioneering products like the low-power memory chips that reduce heat and carbon emissions from data centers. The creative team set out to visualize this goal in a way that felt like the most genuine representation of Samsung's commitment to eco-friendly initiatives. As noted below in the details of the campaigns execution, the results delivered on the brands initial brief and objectives.

The goal of this project was to feature Samsung’s environmental and energy values while simultaneously highlighting their technology and products that make those values a reality. During ideation, we felt that the strongest way to express that message was through a medium that could utilize recycled and reused materials. We chose stop-motion animation, and researched and developed many different techniques and styles through trial and error. The final product is a blend of charismatic characters that provides a sense of whimsy to Samsung’s product lines featured in the videos.

Samsung utilized the full breadth and scale of Bloomberg’s media ecosystem to bring their “Tech Goes Green” sustainability story to life across platforms. Where possible, we aligned with green editorial content to reach our sustainability audience and lend further credibility to Samsung’s story. Distribution across Bloomberg included the QuickTake video ecosystem (via pre-roll, mid-roll, OTT); social distribution from the Bloomberg @business, @climate and @quicktake handles; custom print advertorials in Businessweek, aligned with editorial sustainability content; and the custom online landing page, housing core program elements, promoted via native content drivers.

An immense amount of design and research helped create the look and feel of the characters. The characters and scenes were first developed as sketches, and then animated models were developed and brought to life digitally. The characters, seen in home surroundings incorporating digital elements, are crafted of wood and recycled materials to convey an organic feeling. Finally, when it came time for animation, through character reference and study, the animators worked their magic to bring them to life.

We’re incredibly pleased with the sense of wonder that we were able to convey. With stop-motion animation, we can connect with audiences on a more tangible level. When you’re able to bring these physical characters to life and watch them move on screen by themselves, it sparks a sense of whimsical excitement that few other animation techniques can capture. The campaign’s broad distribution across the Bloomberg media ecosystem resulted in over 51 million video views across all placements, plus over 65 million video views across QuickTake Twitter placements, from July through November 2021, with a 59.4% video completion rate on page and a 56.78% video completion rate in ad units.