• Home
  •   |  
  • Back to LIA Main Home

TV/Cinema/Online Film
Innovative Use of TV/Cinema/Online Film

Silver Winner

Entrant: Leo Burnett, Sydney
Samsung Tab S2 - "Celebrity Tantrum"

Corporate Name of Client: Samsung Australia

Head of Client Services: Amanda Quested

Client Account Director: Ian Bell

Client Account Manager: Michelle Carter

Client Marketing Director: An Le

Agency Account Director: Brendan Swansborough

Agency Planning Directors: Russell Mitchinson/Emily Taylor

Agency Planner: Jack Spicer

Agency: Leo Burnett, Sydney

Global Chief Creative Officer: Mark Tutssel

Executive Creative Directors: Grant McAloon/Vince Lagana

Creative Group Heads: Nigel Clark/Adrian Ely

Copywriter: Nigel Clark

Art Director: Adrian Ely

Agency Producer: Rachel Devine

Production Company: Minds Eye, London

Director: Peter Lydon

Producers: Max Yeoman/Jonny Knight

Director of Photography: Nic Sadler

Digital Company: Leo Burnett, Sydney

Chief Digital Officer: Kieran Ots

Digital Producer: Chris Summers

Technical Developers: Keong Seet/Farham Amjad

Post-Production Company: Filament, London

VFX Company: Filament, London

VFX Supervisors: Hani Alyousif/Richard Nelson

Flame Artists: Hani Alyousif/Jamie Crofts

CG Artists: Richard Nelson/Frank Eagan

Post Producer: Pippa Halfnight

Editing Facility: Final Cut, London

Editor: Suzy Davis

Description of the Project:
A lot of effort goes into making our favourite entertainment.
But most people watch these epic productions on un-epic screens, like an old iPad or a tiny phone.
So the purpose of the project was to get people to ditch their old mobile device and upgrade to the Samsung Galaxy TabS2 tablet - the only device that has a screen worthy of the entertainment we love.
To do this we teamed up with an actor from one of the most loved and epic shows of all time (Game of Thrones), an actor famous for only saying one word, and got him to finally speak up against inferior screens.
The ads used device-detecting technology, so he knew what device you were watching it on (a competitor phone or tablet) and had a tailored tantrum directly at you for watching such a high quality production on such a low quality screen.
The online ads were designed to look like a trailer for the upcoming season of GOT and rolled out across rich media pre-rolls, a micro-site, expandable banner ads and a sharable online spot tailored for personal devices.