SAmsung

TV when it’s on, art when it’s off.

The launch of Samsung’s first Frame TV in 2017 was revolutionary for the design world. Never before had there been a TV that had been designed with equal attention given to both the technology and the aesthetics. The launch of the Frame TV was the perfect opportunity to develop a proactive partnership program with Samsung and a leading national decor magazine. The concept was simple: ask consumers to guess which piece of “art” on the gallery wall featured on the cover was actually a TV. The resulting campaign was an innovative content play that not only engaged Canada’s largest home decor audience but was also able to promote the Frame TV as a must-have for design enthusiasts. The engaging content that followed not only detailed the important tech elements of The Frame but also gave consumers substantive lessons on how to design their own gallery wall.

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