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For 20 years Samsung has been a sponsor of Crufts but struggled to find a way of incorporating their products in a credible way.

While at Cheil, I created ‘The Petsies’ – a social media and experiential campaign that awarded dog lovers for their cutest and funniest doggie moments captured on camera. Users were able to upload their photos to a special Facebook app then collect votes to win tickets to Crufts and Samsung cameras.

Creative Direction, Design, Brand Experience, Social Media