Samsung | 3D TV Experience

Bronze in Dubai Lynx 2011
Shortlisted in Cannes Lions 2011

Tension Point
In 2011, consumers in Lebanon still saw TV through the lens of traditional 2D viewing.
The challenge was to break that mindset and convince them of the immersive power of 3D technology.

Insight
To truly grasp the value of 3D, people needed to feel the difference
to realize how ordinary and flat the world seems once you’ve experienced depth.

Idea
Leverage Samsung’s position as the pioneer of 3D TVs by dramatizing the contrast
between flat 2D and immersive 3D in everyday life.

Execution

• Created ambient installations in Lebanon’s busiest malls using trompe l’oeil illusions.

• Everyday objects; escalators, shopping carts, a car, a bench appeared 3D at first glance,
  but revealed themselves as flat images up close.

• Each illusion carried the line: “Everything will look flat after your SAMSUNG 3D TV experience.”

Results

• Elevated Samsung to #1 in awareness, recognition, and sales in Lebanon’s TV market.

• Shoppers actively engaged with the installations, experiencing 3D advertising in a fun, interactive way.