Overview

World leader in the cellular phone market, Samsung. Having been asked to work on branding to be directed toward youth in Europe and the United States, Drill proposed not a traditional ad campaign, but a global branded entertainment campaign. In addition to the "Ubiquitous Films" short film series that can be downloaded and enjoyed on Samsung mobile phone, we launched an "Interactive Film" that visitors to the site can manipulate in over 11,000 combinations and essentially become their own movie producer. This first ever experiment has received widespread attention, being featured in over 200,000 websites throughout the world (including Blog and news sites) during the first 2 weeks after launching. In addition to having a special opening on the portal site Yahoo!UK, the unique content of the site has enjoyed rapidly expanding Viral distribution, and is will launch an additional campaign in Asia. The campaign gathered even more attention as the subject of special articles in various American publications such as ADWEEK.