The key challenge was to find a compelling brand story. Also, there was a need to be visually different from the communication of multiple competitors.

Visually, the campaign breaks the category code by not showing photographs. The graphic visual style also allows the idea to be clearly communicated.

In unaided visual recall, 87% of consumers clearly connected the campaign to the brand. Among intending buyers, Samsung waterproof cameras was the clear leader, with 72% preferring it over other competitors.