The campaign objective was to launch in Italy Eco Bubble, the first Samsung washing machine with a specific ecological program dedicated to every kind of clothes.In line with the strategic positioning of Samsung “Smart thinking, Simple living.”, unconventional media have been adopted, with the aim of having a great impact on a large number of Italians daily life.The idea was to invent the most spectacular wash ever seen. We undressed the most famous and dirtiest statues of Italy, to clean them perfectly, giving them back to people into their original splendour.An idea able to communicate the product features and in the meanwhile to contribute in preserving the artistic heritage, which is something Italians care a lot about.

We started from a statue of King Umberto I: we covered it with scaffolding and on the four sides we printed a 3D image of the king in his underwear. The headline was: We have a program for every kind of clothes, and the subhead was: Samsung contributes to the preservation of Italian heritage sites. This happened while some technicians perfectly cleaned the surfaces.

A week later the statue was uncovered and Italians could finally admire it again in all its original splendour.This was just the first stage of Samsung’s adventure to clean up the Italian artistic heritage, and also a big success in terms of PRs for the brand.