The brief was to push Samsung MP3 Players to a youth minded audience using the love for music as a key selling proposition.

The idea was to use the insight that music sometimes acts like a catalyst, taking you on a trip down memory lane; sometimes brings about catharsis; and sometimes is an obsession.

We decided that illustrated posters using an interplay of lyrics and life moments were a perfect solution offering an emotional connect with music lovers in a market usually dominated by technical superiority.

Within a few months of its launch sales figures across the country exceeded expectations. The brand recall was also very high.