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Creative

Samsung's New Spot Features Boy Who Builds a Polar World in His Fridge

The uplifting spot was made by Cheil Worldwide Ukraine to promote the new Samsung Space Max refrigerator

Samsung's New Spot Features Boy Who Builds a Polar World in His Fridge

Cheil Worldwide Ukraine has created a heartwarming campaign for Samsung's new Space Max fridge. The ad, which features the strapline “More space than you can imagine,” shows a boy counting down the days until his father returns home from work on a polar station. 

At the end of a month-long wait, the father returns to find his son has created his own polar world inside the fridge, featuring paper animals, machines and a paper version of himself. A “Welcome home!” message has also been woven into the scene. 

The ad uses the insight that many people in the Ukraine have to be smart with storage due to kitchen size. The Samsung Space Max fits perfectly into the place of your old refrigerator, but can store many more goods. SpaceMax Technology has also made the walls thinner and increased the inner capacity without compromising energy efficiency. 

Olga Kravchuk, HA Marketing Manager, Samsung Electronics, Ukraine, said: “In Samsung we truly believe that technology can help people to be more creative.  With our new film, 'The Polar Story', Samsung describes how SpaceMax technology provides more space than it is possible to imagine: sufficient even for the creation of an imaginative polar landscape. Innovation and creative imagination go together in the modern world”.

Vladyslava Denys, Creative Director, Cheil Worldwide Ukraine, said: “Samsung's technology is designed to break barriers to make people's lives better. In this film we have continued developing the approach of emotional storytelling for Samsung in the home appliance category. People love stories. We wanted not only to tell the technology story but to do it in a way that touches people's hearts, too.”
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Creative Agency

Creative Agency: Cheil Worldwide Ukraine

Creative Director: Vladyslava Denys

Copywriter: Olexander Korzh

Art Director: Alessandro Falcone - Art Director of the project

Photographer: Vladimir Tochanenko

President: Irina Solovyova

Art Directors: Eugene Ovchar - Art Director of product scenes

Account Director: Olexiy Polischuk

Production Company

Production Company: DGTL RLGN

Director: Max Ksjonda

DOP: Lena Chekhovsky

Producer: Vitaliy Sheremetyev

Post Production / VFX

Post Production Company: Coffee Post

Music

Sound Design: Propeller Studio

Category: Home appliances , White goods