LONDON, Today: Tribal/DDB Group Aotearoa enjoyed a stellar result at the D&AD Awards in the UK last night, taking home New Zealand’s second-ever Black Pencil, for Samsung iTest – one of only two awarded globally.
The London win follows just days after iTest was named Best in Show at The Caples.
Tribal Aotearoa ECD Haydn Kerr said: “iTest has already achieved the extraordinary by getting Apple users to experience Samsung Galaxy on their iPhones, but this latest achievement is hard to put into words.
“We are in awe of what iTest has achieved. When you look though the Black Pencil winners of the past, you’re looking at the greatest work ever made.
“It’s been said that if you win a D&AD Black Pencil, you can die happy – that’s definitely how we feel here at Tribal. We’re incredibly proud of the work we produce with Samsung NZ and also grateful to them for giving us the freedom to turn these ideas into a reality.
“When we briefed Tribal, we never expected they would deliver a campaign so innovative that it would gain global recognition.”
“Samsung iTest demonstrates the power of a good idea, and how combining creativity and technology to tap into the human experience can really achieve the impossible.
“We’ve watched in awe as this campaign gained global momentum – iTest is now at 12 million downloads and Tribal is now a technology partner with Samsung Global – rebuilding the site for over half a dozen markets with a plan for more.
Samsung NZ marketing head Simon Smith said: “When we briefed Tribal to help us launch a new smartphone in New Zealand, we never expected they would deliver a campaign so innovative that it would gain global recognition.
“This campaign has really put both Samsung New Zealand and Tribal on the map and shows how great creative has the ability to cut through even the most hard-wired consumer behaviour.
Tribal Aotearoa has become integral to our success in New Zealand – their ability to deliver unforgettable digital experiences has completely changed the way people are able to experience Samsung.”
Samsung iTest was also awarded a Yellow Pencil for Online Experiences, a Graphite Pencil for Media/Direct and a Wood Pencil for Digital/Mobile.
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