Samsung Tab 9: Notes by The Nation

Client: Samsung

Tablets can do many whizzy things but are mostly used for mundane tasks, such as note taking.

To launch the Samsung Tab 9, we celebrated the simple note by identifying the moments when something handwritten and meaningful makes life special. Commuters were our target and we collaborated with artists, media partners and talent in a UGC campaign fuelled by commuters’ notes of positivity to the world, love and affirmation to smash sales targets in a declining category.