Leo Burnett Sydney has created pop up gallery experiences as part of the campaign to launch Samsung’s The Frame into the new TV lifestyle category.
The Frame is a TV that converts into a piece of art – where TV and art come together. In TV Mode, it is a stunning 4K+ UHD TV. In Art Mode, it is a mesmerising visual display designed to look like a framed artwork, with the ability to customise frame bezels in different colours, and upload artworks or family photos to create a beautiful, stylised, personalised interior look. Samsung has also curated a selection of amazing artworks that can be purchased via the TV, with the art store including the likes of Monet and Kandinsky.
Following the success of a four-week installation in Westfield Sydney in Pitt Street Mall, the gallery-like experience has head to Melbourne with an activation-based The Frame Pop Up Gallery in Chadstone Shopping Centre (outside Myer of the ground floor) running until 1 October 2017.
The space has been deliberately designed to simulate a gallery experience where art meets television. TVs come to life and communicate with each other in the curated pop up, with a cast of specially created movie-like characters including Sargeant, Alien, Puppet and a Roman Empire princess sharing The Frame messages with visitors.
“The Samsung Frame TV allows you to experience an incredible high-resolution screen when you’re watching TV, and elegant artwork when you’re not. So conceptually, we designed our own gallery spaces with amazing art pieces that come to life with filmic characters, enabling consumers to interact with and experience The Frame in a dynamic, memorable way,” said Vince Lagana, ECD Leo Burnett Sydney.
“The Frame brings new purpose to the television as it can complement any space, at all times, reflecting Samsung’s vision to integrate design and technology with purpose. Working with Leo Burnett Sydney, we developed a fully integrated campaign to bring to life and showcase the TV’s unique selling point of art and TV coming together,” said Ludovic Simion, Samsung AV Director.
Drawing on the influencer status of designer and judge from Channel Nine’s The Block, Neale Whitaker, consumers are invited to visit the pop up to experiment with The Frame’s art bank, enter a competition to win one for their own wall at home and grab a free Nespresso coffee.
The Pop Up also featured a talk, Q&A session and meet and greet where the public could meet Neale and hear his thoughts on the future of interior design and its intersection with technology.
The Frame launch campaign is supported by outdoor, social and video content created by Leo’s showcasing The Frames’ capabilities in both Art Mode and TV Mode including 15, 30 and 90 second edits for use on VL and Samsung digital and social platforms.
TV/AV Marketing Lead: Gab Archer
Marketing Manager: Olga Tsompanidis
Program Manager: Adrian Kaleel
Agency: Leo Burnett Sydney
ECDs: Vince Lagana and Grant McAloon
Creatives: Karen Ferry, Sarah Parris, Nigel Clarke, Adrian Ely
Head of Production: Adrian Jung
Senior Producer: Ronald Regis
Group Head: Bec Morton
Business Director: Kate Addis/Mich Werner
Senior Strategist: Bryan Wilmot
Director: Eden Diebel
Production Company: Prodigious
Executive Producer: Tim Pietranksi
Activation Company: Habitat Media
Managing Director: Antony Neeson
Senior Account Manager: Michael Tramonte