Samsung

Grace Dolan, VP Marketing
Brian Choi, Director of Marketing
James Rowe, Managing Director
Jesse Coulter, Chief Creative Officer
Jinnie KIm, Brand Creative Marketing

adam&eve, inc *Lead Agency

Stuart Harrison, Group Strategy Director
Daniel Bonder, Executive Creative Director
David Brown, Executive Creative Director

Starcom

Chip Johnson, Vice President

The TV category is driven by rational innovation.  But every TV brand has similar innovation. Brands and products were becoming indistinguishable from one another.  So we decided that the future of Samsung QLED TV depended on creating an emotional advantage.  After all, that’s why people buy bigger TVs, to make the sports/movies/games they love even better.  We created that advantage by partnering with ESPN College Football.  This case proves that shifting from traditional advertising to an integrated partnership is an effective way to reach and emotionally re-engage an audience.