One of the advantages of the Samsung Gear S3 watch is its design. It looks nothing like a smart watch.
In fact, to the in crowd – and watch enthusiasts – it’s one helluva smart and beautiful design.
So Leo Burnett gave it a smart poster.
The agency launched the watch under a fake brand name, with a digital OOH ad that looked looked like any other watch ad.
At first.
The posters were placed in bus shelters and when the time was right, this happened:
The model in the ad was live. And he was watching commuters’ and listening in on their conversations. Whenever the opportunity arose to use a smartwatch to begin or join a conversation, he did.
And the agency showed, not only that the Samsung Gear S3 is the smartest watch, it’s also the coolest watch around.
Credits:
Advertising Agency: Leo Burnett, Tel Aviv, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben-Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Supervisor: Inna Tubin
Account Manager: Tseela Freund