In Israel, 37% of people who are looking to adopt a dog will decide not to, due to shedding of fur. So Samsung thought it would offer its new anti-tangle technology vacuum cleaner to every person who would go ahead and adopt.
When Samsung wanted to promote its new vacuum cleaner with Anti-Tangle technology, it sought to target all kinds of people who might benefit from a technology that stops long hair from getting entwined in the vacuum’s turbine – thereby neutralizing it.
Leo Burnett Israel did a look into the hippies, Rapunzels, and Princesses Leia of the world, but soon the conversation quickly turned to other hair-abundant creatures: pets.
The connection between pets and hair has long been proven, and so has the need for a powerful vacuum cleaner.
Research showed that, in Israel, 37% of the people who consider adopting a rescue dog end up not going ahead because of the issue with shedding and fur in the house. So there it was: Leo Burnett convinced the country’s leading pet shelter “Let The Animals Live”, to work with Samsung and offer a free Samsung vacuum cleaner to every person who would adopt a dog. The rest is an epic story of fur and paws where all dogs and vacuum cleaners found their new homes.
Chief Executive Officer: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Strategy Officer: Shai Nissenboim
Chief Account Officer: Idit Zukerman
Creative Concept: Meital Miller, Oren Ben Naim
Account Supervisor: Ziv Abuhazira
Account Executive: Shir Yefet
Producer Manager: Menny Zarhia
Graphic Team: Shlomi Amir, Oren Bar
Strategic Planner: Liz Stull
Marcom: Eva Hasson
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