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Samsung Microcodes

Award: Wood Pencil

Wood Pencil / Media / Interaction / 2021

Award: Shortlist

Shortlist / Direct / Integrated

To launch the Samsung Galaxy S20 Ultra, CHE Proximity did something massive by doing something tiny: microcodes. These tiny codes were hidden in S20 ads around Australia, invisible to the naked eye, with each spelling the word ‘phone’ in a unique way. By finding the phone in the ad, anyone could win one. But without the 100x zoom of the S20’s camera, people had to get creative. From billboards to papers to TV commercials, no ad was left unexamined. The campaign was the ultimate product demonstration...without the product.

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