Cannes Lions

TOGETHER

BRAND PORTAL, Milan / SAMSUNG / 2017

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Who among us hasn’t at one time or another accidentally left something out of the wash, finding themselves not able to include it in the load because the cycle is already underway? We want to fight this separation, using, as the primary example, the article of clothing that most often risks getting lost in the mix: socks.?We developed a campaign emphasizing the possibility for articles of clothing to be reunited, because there must be no more division.?We will make sure no one gets left behind, isolated, stranded, to the point where even different kinds of socks can now be together.?And the credit goes entirely to the Samsung AddWash double window, which allows for the addition of clothes at any point during the wash cycle.

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