Samsung LED sheep

Brief: Promote LED TVs when Samsung didn’t have a product ready.
Creative: Make LEDs fun and irreverent. Make Sony look dull and obvious.
Results: Hopefully you saying “Yeah, I've seen this...” plus over 25 million global views and it got featured in the Sun, Metro, BBC news and ITN. All without media or PR spend.
Plus this gave me one of the most important rewards I’ve ever had in my career. My nan liked it.
On a trip to visit my Nan, she was super excited to show me a clip that her friend had sent her via email. Fearing it’d be another “10 crazy cats” powerpoint I reluctantly had a look. There I was surprised to see that my Nan had saved the LED sheep clip that had been sent to her (yes, it was embedded in a powerpoint) to show me.
She thought it was brilliant and thought I should see it and couldn’t believe it when I said I made it. What’s more it sparked a conversation about LED TV technology with my Granddad. He went on to buy a new Samsung Smart LED TV. This has been the best reward any creative can give you, seeing your work create conversation and sales.

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Group Creative Director
Creative Director