Samsung
Safe To (winning pitch)
Apple and Google had already made their mark in privacy and security.
Samsung asked us to find their space in the conversation.
Why should security and privacy have to mean less digital freedom?
In their statements around digital privacy and security, Samsung’s competitors focus was on hemming in and blocking out. For Samsung, we wanted to empower users to feel confident in their digital movements instead of scared of attack. Not safe from, but safe to…
We created multiple provoking activations, including suggesting thoughtful partners who could use Samsung’s tech to bring more security to vulnerable groups. Our narrative showed consumers that Samsung’s privacy technology was allowing them freedom of movement through the digital sphere, not restricting through scaremongering.
We won the pitch, which meant a year as Samsung’s creative partner in all things privacy & security.
The next year, we pitched again. For this round, we evaluated what’s changed in the topic:
What’s relevant to consumers now?
Our new approach revolved around data privacy. The new platform was built on the belief that no-one should need a tech degree to understand terms and conditions to feel secure.
Our data deserves better. We won again.