The Frame is Samsung’s TV that converts into a piece of art. It’s where TV and art come together, if you like.

In TV mode, The Frame is a 4K+ UHD TV. In art mode, it’s 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 artworks that can be purchased via the TV, with the art store including the likes of Monet and Kandinsky.

How better to launch The Frame, then, than in an exhibition of art…?

…which is what Leo Burnett Sydney has done. The agency created a pop up art gallery in Westfield Sydney in Pitt Street Mall for four weeks, in which the Samsung Frame TVs come to life and communicate with both viewers and each other. (What better way to grab people’s attention and make it hold on the new TVs?)

After Sydney, Samsung’s Frame Pop Up Gallery moved Melbourne, and will run in Chadstone Shopping Centre (outside Myer of the ground floor) until  October 1 2017.

“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,” explained Vince Lagana, executive creative director of 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,” added Ludovic Simion, Samsung AV Director.

The campaign is also drawing on the influencer status of Neale Whitaker, designer and judge from Channel Nine’s The Block, inviting people 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.

And Whitaker is featured in a talk, Q&A session and meet-&-greet with those who do, discussing the future of interior design and its intersection with technology.

The Frame launch campaign is supported by outdoor, social and video content.

Credits

Agency: Leo Burnett Sydney 

Executive creative directors: Vince Lagana &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

Production Company: Prodigious

Director: Eden Diebel

Executive Producer: Tim Pietranksi

Activation Company: Habitat Media

Managing Director: Antony Neeson

Senior Account Manager: Michael Tramonte

Media: Starcom

PR: Edleman

Client: Samsung

TV/AV Marketing Lead: Gab Archer

Marketing Manager: Olga Tsompanidis

Program Manager: Adrian Kaleel