[2014 부산국제광고제/Crystal] 삼성전자 'Zero, Colorrealism'

 왜곡없는 리얼 컬러 모니터, 삼성 'Zero, Colorrealism'

우리가 눈으로 보는 세상의 컬러를 TV나 모니터 화면에 구현하는 것은 쉽지 않은 기술입니다.

색상이 과장되거나 왜곡되어 보여지죠.

삼성전자는 실제 색상을 표현하고, 오류 0에 도전한 모니터 'SB970' 모델을 출시하고,

컬러리스트 오충영, 디자이너 최지형, 디자이너 하상백, 포토그래퍼 최금화, 감독 유대얼,

다섯명의 전문가를 통해 광고를 제작합니다.

실제 모니터 뒤에 카메라를 연결하고 카메라가 찍는 영상을 그대로 모니터에 띄워 촬영했는데요.

이 광고를 촬영하기 위해

총 105일동안의 준비기간이 걸렸고, 7일간 본촬영을 진행했으며,

68명의 스탭이 투입되어

그들은 자연의 컬러를 그대로 표현한 'Zero, Colorrealism'을 완성했답니다.

이 광고는 자연의 실제 컬러를 그대로 담아 모니터의 놀라운 제품력을 보여줌과 동시에

아름다운 영상으로 많은 사람들에게 주목을 받았습니다.

  

 

In an age where colors are exaggerated, distorted and monitors distort reality, Samsung monitor SB970 attempts to display 0 error, real color by going out into nature and comparing real colors with the colors shown on the monitor. Under numerous constraints including variables which cannot be controlled like the sunlight, would Samsung monitor SB970 be able to display real color?

Consumers today are so used to exaggerated and distorted colors shown on their monitors that they didn’t consider Samsung monitor quality as being superior to that of its competitors. By releasing its flagship monitor, SB970 which displays accurate colors through 1:1 calibration, Samsung decided to revolutionize monitor standards. Samsung’s message was to show that the most important role of monitors is to display the real colors of nature with 0 error.

Through this campaign, Samsung monitor SB970 overtook its competitor which led in picture quality (consumer survey results showed a 10% increase from 78%>88%, competitor 80%). Brand innovation index also rose 12%. 1.85 million clicks on U Tube, over 50,000 people shared the campaign on their SNS, online banner exposure 185 million. Real color overtook panel, image quality to become the top issue of the Korean monitor market in 2013.

We went out of the studio, into nature to show that the colors shown on the monitor were a perfect replica of nature and filmed it. To do this: 1.Samsung monitor SB970 was connected to a camera 2.The footage shot on camera was displayed on the monitor 3.The identical images shown on monitor and nature were shot on camera After a lengthy testing process, problems regarding sunlight, shooting process etc. were shared openly to build consumer trust. 

Brand_Samsung Electronics

Agency_Cheil Worldwide