Principal Awards / Grand Prize
Samsung Electronics


The commercial gained positive reviews among customers as it described Samsung Electronics’ relentless innovation as the phablet market leader in an intuitive and sophisticated manner.

The latest Galaxy Note 5 boasts improved functionality and design.

The signature stylus S Pen has more functions. Users can write on the screen even when the phone is not activated. 

Our TV commercial also aims to highlight bright moments of our daily lives due to the changes that the renewed Note 5 offers. The phone also features a curved glass rear panel, offering a better grip and look.

The slogan “Make everything new and shiny” means the Galaxy Note 5 is not just a smart and convenient device but also an innovative product that makes our everyday lives brighter and more valuable.

The commercial represents this philosophy and confidence.

The print ad also showcases our confidence about the new phone. On the top is a female model who holds the phone, while a memo “Such a shiny day” is seen at the bottom even though the screen is switched-off.

The ad describes the phone’s sleek design and functionality at the same time. The number “5” in the center shows it is the fifth edition of the phone, offering a better balance between the two different scenes.

Before making the commercials, we thoroughly analyzed the product’s development philosophy and sought ways to better communicate with customers. We think the sentimental and beautiful visual grabs consumers’ attention first and then the clear and confident message inspires trust.

Since creating an unprecedented smartphone category with the S Pen and a 5-inch screen, the Note phone has evolved into the latest fifth-generation. And we have always cared about our consumers throughout this growth and evolution.

Samsung pledges to continue its efforts to offer a better brand experience that moves consumers’ minds.

By Son Jeong-hwan, Senior vice president