BACKGROUND: Samsung wanted to increase awareness of its innovative The Frame TV and showcase its competitive advantage to audiences, with plenty of consideration time leading into the holiday season.

SOLUTION: We took The Frame TV to The Well, a new and trendy mall in Toronto. The activation launch was timed to coincide with Nuit Blanche, a major art event in Toronto, and it lasted two weeks. But that wasn’t all. We also partnered with Canadian TikTok sensation Nicolas Abtan, a 3D acrylic artist, to create 5 different artworks inspired by The Frame TV which would also frame it. Cheil anchored the entire campaign from conceptualization to execution.