Ten years ago, Samsung started working with the Spanish Federation of Breast Cancer (FECMA), collaborating and promoting different initiatives with the aim of raising funds and supporting research projects.
To mark the 10th anniversary of this collaboration, both FECMA and Samsung wanted to do something more: capture the attention of the media to encourage donation and give visibility to all those who fight against cancer. With the fundraising. With the funds raised we wanted to allocate one part to the research and another part to the donation of 3 ultrasound machines.
The challenge was to come up with a strong idea, to command attention in the newsrooms and let them see there is another war that goes totally unnoticed: breast cancer. One of the biggest and toughest battles of our time and one that affects 1 in 4 women.Samsung & Fecma introduces War Correspondents on Breast Cancer, an poignant photo report that aims to recognize and give visibility to the commitment and intense work of all those who fight daily against breast cancer.
A unique journalistic project, captured through the eyes of the Pulitzer Prize winning Spanish war photojournalist Manu Brabo. He exposes the disease from a never before seen point of view. A report that unites two different but surprisingly similar worlds.
An exhibition of 42 photographs, a documentary and a special book in the format of the photographers personal files.
For each view of the documentary online and for each download, Samsung donated €1 to FECMA.
Who: Samsung
Where: Cheil Spain
What: Idea, Copywriting and Art Direction/ Creative Supervision
When: 2018
Dyslexia is a learning difficulty in reading, writing and calculation which affects understanding. It occurs in children who have no physical, mental or sociocultural disabilities. As a hidden condition it is quite difficult to detect. It has no cure, but can be treated to improve learning.
10% of children are at risk of dyslexia and Spain is one of the countries with the highest school drop-out rates. Medical examinations are not covered by the public health system and cost an average of €600, an expense which many families cannot afford.
We’ve launched Dytective for Samsung, the first app for early detection of the risk of dyslexia in children. It is free and can be accessed by anyone. It is an app which uses artificial intelligence and automatic learning algorithms, in combination with language games, to produce a percentage of children’s cognitive ability.
It features a number of carefully chosen exercises, adapted to each age range, which use character recognition to detect signs of dyslexia.
Detection of dyslexia can take months or even years. Dytective for Samsung enables clear signs of the problem to be detected in just 15 minutes, at no cost.
Who: Samsung
Where: Cheil Spain
What: Idea, Copywriting and Art Direction
When: 2017
In 2014, photographer David Slater sued Wikimedia Commons, claiming authorship of a “selfie” taken by a monkey with his camera. A U.S. court recognized the lack of authorship of the image, ruling that it belonged to neither the photographer nor the monkey.
Animal rights have evolved over time to protect their lives and well-being but, until now, no one has made an effort to protect their image copyrights. So WWF and LatinStock joined forces to create Animal Copyrights: The first collection of images made by and starring animals, whose proceeds are donated in their entirety to the animals themselves.
Who: WWF
Where: Cheil Spain
What: Idea, Copywriting and Art Direction
When: 2015
To promote the new tablet Tab 3 Kids for children with parental control, we designed a collection of children’s toys that fosters a balance between technology and a healthy physical life.
Who: Samsung Tab3 Kids
Where: Cheil Spain
What: Idea, Copywriting and art direction
When: 2014
From our Samsung platform #DoWhatYouCan´t, with which we encourage people to overcome through technology, we wanted to launch a campaign to raise awareness of overweight and promote a healthy lifestyle through our smartwatch Galaxy Watch Active. A device that comes with its own installed health app that is what allows the user to keep a detailed track of their vital signs in all aspects to promote a pro-active personal care.
Who: Samsung
Where: Cheil Spain
What: Art Direction/ Creative Supervision
When: 2019
It is widely understood that the modern generation of smartphone users often demand for a device that would act as a window to their world – an instrument that will help them express themselves and keep them entertained in their own time. Whether they are going through their social media feeds or streaming videos, a wide display offers users more freedom to comfortably consume any content they want, whenever they want it.
An ad that compares the quality of the screen of the new smartphone in the lives of the two main characters, demonstrating de power of colour of Super AMOLED Galaxy J Display.
Who: Samsung
Where: Cheil UK
What: Idea, Copywriting and Art Direction/ Creative Supervision
When: 2018
AnimaNaturalis is an international non profit animal rights organization whose mission is to establish, promote and protect the rights of all animals in Spain and Latin America. These rights include the right to life, liberty, and not to be tortured stop being considered property. It was founded in March, 2003 and has offices in Spain, as well as several Latin American countries (Argentina, Chile, Colombia, Ecuador, Mexico, and Venezuela). AnimaNaturalis speaks out against the use of the animals as food, in laboratories, to wear as clothing (concerns with using fur, leather, silk, wool and feathers); as entertainment (circuses, zoos, aquariums, sports, hunting, and racing); and raises awareness about cruel traditions such as rodeos,
bullfighting, cockfighting, and dogfighting.
A print ad about the mistreatment of two animal species:Fur Seals in Canada, Greyhounds in Spain.
Every year in Canada, a hunt takes place for baby seals. They are killed cruelly and brutally with clubs for their fur or so that their blubber can be converted into products for luxury brands. Many of them are even skinned alive. Images fit for a horror film which are, to a large extent, authorized by the government. Greyhounds are trained to participate in races. But when they become champions, they are awarded with abuse. Once they become too exhausted to compete or are injured in any way, they are cruelly hanged by their owners. An agonizing death that can last from minutes to hours.
Concept behind the campaign: Stop the party. Don’t treat these two species as if they were a piñata.
A visual metaphor that compares them to a piñata being beaten and hanged.
Who: AnimaNaturalis
Where: Cheil Spain
What: Idea, Copywriting and Art Direction
When: 2016
Did you know that 85% of occupations in the 2030' have not yet been invented? Smart School students are well aware that future professions will be very different from today's because of technology. We spent some time with them in the classroom to find out how they picture it.
The Samsung Smart School program seeks to effect a methodological change in teaching and prepare students for a more technological future. Thanks to the proper use of technology, more than 4000 public school students from all over Spain have discovered new ways to learn and more than 700 teachers benefit from better tools that encourage collaborative projects and improve their digital and communicative skills.
Who: Samsung Smart School
Where: Cheil Spain
What: Idea, Copywriting and Art Direction
When: 2019
WiZink, the bank specializing in simple credit and savings solutions, has launched its new advertising campaign under the concept "Your life changes, your expenses too, Luckily, WiZink adapts to you". This time it focuses on the main attribute of the WiZink credit card: flexibility. For this reason, the campaign tells the everyday stories of ordinary people, who go through some unexpected change in their lives and that ends up generating an unforeseen expense. Luckily, they are WiZinkers and have the WiZink card at their disposal, which allows them to pay how they want to postpone their purchases, depending on their changing needs.
Who: WiZink
Where: Cheil Spain
What: Creative Supervision / Copywriting and Art Direction
When: 2018
Repsol is an integrated Spanish oil and gas company dedicated to the commercialization and distribution of petroleum products, known by most for its presence on the roads as the leading gas station in Spain.
In addition to the market, they have created a travel guide called Repsol Guide, where the user can view refueling locations, road maps, accommodation, catering, etc., and which is updated every year.
In 2012, Repsol decided to enter a competition to launch its new guide, now more digital than ever.
For this event, we decided to create the first "Auto Event Repsol" where people would receive the guide in the place where it is most used, within their car. They would also be privileged to experience the release of the first road movie filmed by the brand starring actor Raúl Climas and his brother.
All attendees were invited to a personalized event for more than 800 people, where a single route was produced for each guest from his or her location to the party.
Who: Guia Repsol
Where: DRAFT FCB
What: Concept Copywriting and Art Direction
When: 2012
Architectural Digest is devoted to the latest trends and fashions in architecture, interior design, shipping, and travel. We have have solicited four graphics of the fiat 500 for the April 2011 edition based on the five cities in that said month: Madrid, Barcelona, Seville, Bilbao and Valencia.
Who: Fiat 500
Where: Leo Burnett
What: Copywriting, Illustration and Art Direction
When: 2011
