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Baie slim
Lobedu Leo Burnett's creative for the new Samsung D820 - one of the slimmest slide-up cellular phones currently on the market - plays on the keywords "slim", "slide" and "intelligent".
"Some key elements within the campaign include: 'caution' signs outside/inside cellular stores signifying 'sliding surfaces ahead', 'slim' posters in gyms that emphasise its thinness, as well as ultra-thin hotel key cards and parking garage tokens," says Lobedu Leo Burnett group heads Edirn Altern and Nicole Solarsh.
"By placing our advertising in the right environments, we developed a cut-through campaign with strong results."
The creative team responsible for the campaign are: executive creative director Vanessa Pearson; group head through-the-line art director Edirn Altern; group head through-the-line copywriter Nicole Solarsh; and Waheed Nagia for DTP.
