Samsung has launched a new campaign in South Korea that highlights the true value of using AI appliances such as significantly reduced housework and more freedom. Created by Cheil Worldwide Korea for Samsung, ‘A Farewell to Housework Exhibition’ pays tribute to household items that will be used less and soon fade into history with the arrival of AI appliances.
The exhibition is an extension to the ‘Have a Good AI Life’ campaign that launched in April as Samsung dropped a limited edition merchandise line of household items to remind people of the real-life benefits of using AI appliances when they are most burdened by household chores.
The exhibition of household items was held at a total of eighteen Samsung Stores nationwide until 31st July showcasing actual daily necessities such as rubber gloves, turners, detergent measuring cups, rags, and lint rollers which more and more people will stop using as AI appliances become essential part of our daily lives.
The exhibition is supported by an online gallery available to view here and print ads featured in daily newspapers.
For the exhibition, each household item is displayed like an art piece with descriptions next to it including information such as the name of the item, average annual hours or number of uses, and the reason for its disappearance which is Samsung’s AI appliance that could do the task effortlessly, and a QR code that directs to the online gallery.
For example, the detergent measuring cup that worked 156 times a year retires as Bespoke AI Laundry Combo automatically adjusts the amount of detergent by detecting the weight, the level of soiling, and the fabric of the load. At the same time, a lint roller that worked 104 times a year retires as Bespoke AirDresser removes dust and odors of clothes effectively with its AI Control.
“The aim of this project is to offer a glimpse of what the future holds for household items after AI appliances impact our daily lives,” said KT Kim, VP and Head of Integrated Marketing Communications, at Samsung Electronics. “We hope the exhibition welcomes more people to AI Life presented by Samsung.”
Credits
Campaign Title: A Farewell to Housework Exhibition
Client: Samsung Electronics
Vice President: KT Kim
Marketing Manager: Heejung Jung, Seokjun Bang
Creative Agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Copywriter: Seungree Kang
Art Director: Taeyul Ko
Account Director: Chunhak Im
Account Executive: Jinhwa Ryu, Duin Kwon, Jiho Shin
