The brand decided to mimic the effectiveness of its new product by cleaning the vandalized and dirty statue of King Umberto in Seregno, an Italian city. Passers-by halted and stared, as a temporary canopy concealing the statue was erected while pictures of the King dressed in underwear “waiting for the launderette” was displayed on the covers. A Samsung Samsung Eco Bubble Washing Machine was installed beside the statue as the real cleaning process began. The “clothes” were taken of the King and placed in the washing-machine to clean. The statue was revealed a week later to a large crowd – the statue was now completely cleaned and back to its former glory. The brand will continue to renovate statues in other major Italian cities – further fueling the brands image |
|
Title | Naked Statue |
Agency | Leo Burnett Milan |
Campaign | Naked Statue |
Advertiser | Samsung |
Brand | Samsung Eco Bubble |
Posted | December 2011 |
Business Sector | Subscribers Only |
Media Type | Case Study |
Creative Director | P...o De.....is Subscribers Only |
Executive Creative Director | Ri....do Ro....io Subscribers Only |
Copywriter | L...a Ce.....ni Subscribers Only |
Art Director | A....ra Ba.....ta Subscribers Only |
Art Director | S...na ..y Subscribers Only |