Housework. If you hate it, the future holds great promise. Household items will soon fade into history with the arrival of AI appliances. Housework will be reduced and freedom will be gained. As Samsung is a leader in AI appliances, it too welcomes this evolution.
Cheil Worldwide is helping Samsung to share the celebration with its A Farewell to Housework Exhibition, that pays tribute to the household items, such as rubber gloves, turners, detergent measuring cups, rags, and lint rollers, that the next generation will see as antiquated and clumsy. The campaign aims to highlight the true value of the AI appliances that will make them obsolete.
The exhibition is an extension to Samsung’s Have a Good AI Life campaign that launched in April as Samsung dropped a limited-edition merchandise line of household items to remind people of the real-life benefits of using AI appliances when they are most burdened by household chores.
The exhibition of household items is being held at eighteen Samsung Stores across South Korea until July 31.
The exhibition is supported by an online gallery, and print ads featured in daily newspapers.
For the exhibition, each household item is displayed like an art piece with descriptions next to it including information such as the name of the item, average annual hours or number of uses, and the reason for its disappearance – namely the Samsung’s AI appliance that could do the task effortlessly – and a QR code that directs to the online gallery.
For example, the detergent measuring cup that worked 156 times a year retires as Bespoke AI Laundry Combo automatically adjusts the amount of detergent by detecting the weight, the level of soiling, and the fabric of the load. At the same time, a lint roller that worked 104 times a year retires as Bespoke AirDresser removes dust and odours of clothes effectively with its AI Control.
“The aim of this project is to offer a glimpse of what the future holds for household items after AI appliances impact our daily lives,” stated KT Kim, VP and head of integrated marketing communications, at Samsung Electronics. “We hope the exhibition welcomes more people to AI Life presented by Samsung.”
Credits
Client: Samsung Electronics
Vice President: KT Kim
Marketing Manager: Heejung Jung, Seokjun Bang
Creative Agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Copywriter: Seungree Kang
Art Director: Taeyul Ko
Account Director: Chunhak Im
Account Executive: Jinhwa Ryu, Duin Kwon, Jiho Shin
