​Nature-blessed freshness.

 

Samsung fridge has long claimed leadership in freshness.

The tasks are: reinforce the claim without new product innovation; explain technology in depth through videos; leverage endorsement strategy that remains effective in the market.

Guess who helped us? Not celebrity, chef, or scientist.
Not the usual fancy seen in every Samsung ad.

The true expert is farmer. 

Farmer, who dedicates endless time and effort to nurturing

the fresh ingredients we enjoy every day, live by a simple belief:
Nature blesses us with freshness. Isn’t it a waste if we can't preserve it throughout the storage process?

​

365 days to raise a shoal of fish.
Years to nurture a cow to strength.
Spring, summer, autumn, winter, waiting for a flower to bear fruit.

It takes time, care, patience to grow what nature has blessed.

Isn’t it a waste not to preserve the gift?

Samsung fridge keeps ingredients as fresh as the day

they were harvested.

Because nature’s treasures are meant to be savored whole.

Samsung - For the freshness blessed by nature.

​

​​​Role: concept shaping, campaign & film narrative.​

Time: 9.2022