Samsung - Missing Masterpieces

Samsung TV products deliver a deeper connection to people’s lives beyond common TV USPs and tech specs. The Samsung Frame TV has a magical duality; it’s a 4K TV designed to double as an art frame which can display beautiful works of art to enhance a room. How could we highlight this incredible feature? We tapped into the mainstream art culture and discovered something interesting…there is more art missing around the world than there is showing in all of the world’s museums combined! This discovery blew our minds. What if we could use the Frame TV to exhibit art that may never be seen again - the world’s lost art? And then invite people all around the world to help us find it. We created ‘Missing Masterpieces’; the world’s first art exhibition for finding, as well as showing, lost art.


Together with a world leading art crime historian, we exhibited a collection of 12 digitized, iconic, lost artworks on Samsung Frame TVs in homes and online in over 30 European countries.
Then we invited the world to help in the search to find these lost treasures.
To excite our audience, we created a 45” Netflix documentary style trailer about the exhibition.
Instagram assets provided native engagement with campaign posts, quiz polls and beautiful ‘Wanted’ style posters on each artwork, while a direct call to action allowed people to search for more clues and send tip-offs to The Association for Research into Crimes against Art (ARCA) via a dedicated email account.
The campaign captured people’s imaginations all across Europe and enabled us to showcase the Samsung Frame TV’s key differentiating feature, while introducing how it can play a more meaningful role in people’s lives.


  • Campaign activated in 30+ European countries
  • 960+ campaign coverage pieces across earned owned & partner content
  • 1.07 billion impressions across earned media
  • Traction in over 50 countries, spanning each continent
  • Coverage secured across many new titles that had not featured Samsung before, including lifestyle (e.g. Vogue Italia, Mental Floss, The Collector, So Soir), top-tier news (e.g. Euronews) and broadcast outlets (e.g. Times Radio, BBC Radio, France 24)


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