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Samsung QLED: Passion Points

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Samsung is officially launching its college football partnership with ESPN via an integrated campaign created by adam&eveNYC, which positions the super-big Samsung QLED as the TV that was 'made for football'. adam&eveNYC's campaign is part of an overarching 'Passion Points' strategy which demonstrates Samsung's role in consumer's passions by teaming up with credible partners and marketing the QLED TV in a way that matters to fans by authentically integrating the TV into their passion. The 30-second ‘made for football’ film begins with a voiceover announcing that Samsung is bringing 4K to ESPN college football for the first time ever. It goes on to say that Samsung could have brought 4K detail to another sport – like billiards, bowling or the Spelling Bee, complete with footage of each event highlighting the incredible quality of the QLED’s picture – but that Samsung picked ‘the greatest game on earth’ instead. The campaign launches with the full TV spot in the first 4K game of the season on ABC and ESPN on October 12th and is supported by 15-second cutdowns, five-second billboards, digital display and social activations. This campaign seeks to motivate fans to upgrade their experience of watching College Football at home, by providing total immersion and never before seen detail at home.
Credits Other credits

Head of Design: Mitch Horton

Agency Head of Production: Victoria Bennett

Group Strategy Director: Stuart Harrison

Comms Strategy Director: Lindsay Orosco

Managing Director: James Rowe

Group Account Directors: Lily Waters, Ashley Smith

Account Supervisor: Katie Briefel

Account Executive: Sophie Jacoel

Media Agency: Starcom

Editorial: Rock Paper Scissors

Editor: Aaron Thompkins

Producer: Jenny Greenfield

Post Production: The Mill

Post Producer: Sophie Mitchell

VFX Supervisor: Kshitij Khanna

2D Artists: Jade Kim

Colorist: Michael Rossiter

Music Composition: Ring The Alarm

Producer: Dylan Marder

Audio Post Production: Wave Studios

Sound Design: Aaron Reynolds

Client

CCO: Jesse Coulter

VP of Marketing, Demand Generation: Grace Dolan

Director of Marketing, Demand Generation: Brian Choi

Brand Creative Marketing: Jinnie Kim, Director

Senior Marketing Manager: Chris Park

Marketing Manager: Nicole Murakami

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