Samsung's Power of Imagination

Campaign Shows Bold Possibilities

At one time, Samsung's own vice chairman Yun Jong Yong described the company as "the most successful brand with no image." Clearly this was to change.

A global television and print campaign was created by Berlin Cameron United to show how Samsung products could inspire consumers to imagine and create a better life for themselves. With the "Imagine" campaign, Samsung needed its brand culture to translate across many different national cultures globally. Print ads achieved this through a sleek design which remained consistent through translation and fostered Samsung's premium image, and the TV spots were created to allow for easy adaptation in various markets.

Interbrand, a consultancy which measures brand values, currently ranks Samsung in 21st position globally i
TitleImagine
Agency
Campaign Imagine
Advertiser Samsung
Brand Samsung

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StorySubscribers Only
Media Type Case Study
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