Back in June, Cheil Canada put together a direct mail piece for Samsung (its client d’etre): a wee bean sprout. It promoted “freshness” (as in, Samsung fridges keeps food fresher longer).
Using laser etching, it managed to get the client’s logo on the seeds. The logos then appeared on the plant as it grew above the soil surface.
Agency: Cheil
Art director: Donald Vann
Copywriter: Jason Partridge
Creative resource manager: Pat Rawluk
Creative director: Joe Musicco
Design and studio director: Joe Borges
Senior manager: Nicole Patterson
Vice-president, marketing: Andrew Barrett (Samsung)
