In 2015 and 2016 I was asked to become Cheil’s Interim Creative Director and join their European/Asian management team. I worked closely with MD Mariska Kloezen and CD Ton van Jole, Annemiek Den Uil, Huib Maaskant (freelance) and the people from Cheil on the introduction campaign for the Samsung S7.

Our goal was to defeat the competition and become the number one. To achieve this goal, we focused on one USP: the camera - with one clear message: The Galaxy S7 takes perfect pictures even in low light. We created a campaign in three phases: preview, launch (storytelling) and activation.

Results: the Samsung S7 crushed the competition with their sales and the introduction campaign became their most awarded to date. The Drum Magazine* also awarded Cheil as one of the top 10 creative agencies in Amsterdam.

What a ride!