News

Cheil wins five Pencils in The One Show 2025

Feb. 2, 2026

Cheil has won a total of five Pencils in The One Show 2025 including a Gold Pencil, four Bronze Pencils and four Merit Awards.

Cheil Spain’s campaign ‘Impulse’ for Samsung was awarded a Gold Pencil in the Creative Use of Artificial Intelligence category. The campaign involved the development of an AI app for Samsung’s smartwatches to help people with speech disorders. Through an algorithm based on Natural Language Processing, it analyzes and translates words into rhythmic vibrations allowing users to have an invisible and inaudible assistant guiding fluent speech. The work also won three Bronze Pencils.

This adds to the creative accolades the campaign has been receiving in major international award shows, marking its remarkable achievement. Notable award shows include Cannes Lions, D&AD, and the London International Awards.

Cheil Hong Kong’s campaign ‘The Sound of Violence’ for Save the Children won a Bronze Pencil. The campaign is a powerful initiative that recreated the Dolby Surround Sound demo in cinemas with the sound of real violence to raise awareness of domestic violence against children.

A total of 19,860 pieces from 62 countries were entered into The One Show 2025. This year’s esteemed One Show global jury awarded agencies, studios, brands, production companies, and designers in 55 countries with 156 Gold Pencils, 197 Silvers, 270 Bronze, and 1,027 Merits.

News

Samsung’s latest TV ad inspires a new era of viewing with Samsung Vision AI

Feb. 2, 2026

Samsung Electronics, the No. 1 global TV brand, today highlighted its ad showcasing Samsung Vision AI. More than an individual feature, Samsung Vision AI is a suite of innovations developed by Samsung that transform a TV screen into a smart solutions hub that takes the user experience to a whole new level.

The Samsung Vision AI global spot by Cheil declares that TV is no longer about what is on the screen, but about the viewers and the things they love. It does so by illustrating how relevant and helpful Samsung Vision AI will be in users’ day-to-day lives. 

“As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience,” said Joseph Park, Head of Customer Marketing Team, Visual Display (VD) Business at Samsung Electronics. “We’re confident that this suite of innovative features, and the user-centric focus they bring, will be appreciated by people around the globe and from all walks of life.”

Thanks to Samsung Vision AI, users can instantly find information about what they are watching, or enjoy content translated into their preferred language in real-time, all while AI upscaling technology enhances picture quality and fine-tunes the sound. Moreover, when users pair their TV with a Galaxy Watch, they can perform functions on the TV with hand gestures in lieu of a remote.

To complement the film, Cheil also created 30-second edits that bring each innovation to life through relatable, personal, and insightful moments that take place in the living room.

"Samsung’s rich legacy of innovation, which unlocks new experiences, is perfectly reflected in this launch campaign for Samsung Vision AI,” said Tal Shub, Global Executive Creative Director, Cheil Korea. “Putting viewers at the center of the storytelling is a bold move that shows just how committed Samsung is to delivering user-centric products." 

The spots were directed by award-winning director Samir Mallal. The work is rolling out globally beginning in April and will span TV commercials, out of home, and social media. More Samsung Vision AI stories are expected to come out both globally and locally.

View the film on YouTube: https://www.youtube.com/watch?v=0enhoD3n-xk 

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Credits

Campaign Title: Experience Samsung Vision AI

Client: Samsung Electronics: Joseph Park, Won-jong Kim, Tony Ha, Soomin Jo, Seongyeon Kwon, Hyewon Lee, Min Kim

Creative Agency: Cheil Korea

Global Executive Creative Director: Tal Shub

Art Director: Babo Schokker, Hongkyu Choi, Woohyun Lim, Jose Maria Neves

Copywriter: Josh Doyle, Drew Botcherby

Account Director: Euiyoung Kim

Account Manager: Rachel Koo, Hyunsoo Ra, Eyoung Kwon

Head of Global Planning: Eldad Heilweil

Planner: Lillian Min

Agency Producer: Kyumhoi Koo

Production Company: Creators Inc.

Director: Samir Mallal

DoP: Sebastian Wintrø

Editor: Neil Smith, Work Editorial

Additional Edit: Gust N Gale

Color: SUBMARINE9

VFX: SOLID VFX

Music: SOUNDTREE (Recording)

News

Samsung AI Home global campaign turns invisible features into tangible benefits of doing less and living more

Feb. 2, 2026

Samsung Electronics promotes its latest AI-enabled innovations and vision through a new global campaign, “SmartThings meets AI Home,” that was revealed today.

Thanks to SmartThings, Samsung’s global connected living platform where you can connect and control smart home devices in one place, Samsung AI Home understands what you need and helps you with various tasks, often without you even knowing. The marriage between the two elements - coined as “SmartThings meets AI Home” - serves as the central message throughout the entire campaign.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time. Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.

Cheil worked on the global campaign, including the lead main film, in close partnership with Samsung. Told from the point of view of an unexpected narrator, the film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home.

“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, Global Executive Creative Director at Cheil. 

The full 360-degree campaign by Cheil will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus and Times Square. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home.

View the film: https://www.youtube.com/watch?v=r5jKT53gh74 

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Credits

Campaign Title: SmartThings meets AI Home

Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee

Creative Agency: Cheil

Global Executive Creative Director: Tal Shub

Art Director: Woohyun Lim, Jose Maria Neves

Copywriter: Drew Botcherby

Account Director: Euiyoung Kim

Account Manager: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim

Head of Global Planning: Eldad Heilweil

Agency Producer: Daniel Son

Media Planners: Global Media Strategy Team

Project Manager: Hyekyung Lee

Production: DUO Films, Gang Films

Director: Jason van Bruggen

DOP: Olmo Sobrino

Executive Producer: Tony Moon, Jean Villers, Matt Grousset

Producer: Lisa Myer, Teresa Masdeu

Head Of Production: Xavi Ros

PM: Pablo Martínez

1st AD: Javier Zamorano

Editorial: UPPERCUT

Head of Production: Nicholas Markus

Executive Producer: Lisa Sadek

Senior Producer: Chris Muldoon

Producer: Harrison Draper

Editor: George Dodsworth

Assistant Editor: Allen Rounsley

Head of Visual Effects: John Geehreng

Flame Artist: Peter Oliver

Junior Flame Artist: Ernie Armitage

Visual Effects Assistant: Frankie Morales

Post Production: The-Artery

Executive Visual Effects Producer: Vico Sharabani, Deborah Sullivan

Visual Effects Producer: Jared Biunno

Visual Effects Coordinator: Gerry Orz, Hannah Sinagra

Compositing Supervisor: Bruno Martins de Azevedo

Compositor: Abigael Kurtz, Eric Kim, Je Ho Yoo

Junior Compositor: Aaron Windmueller

Colorist: Steve Picano

Graphics Artist: Samuel Checo

Photo Retoucher: Dave Miao, Steve Warren

Music and Sound: Sorisomssi (SRSC)

Sound Supervisor: Samuel Choi

First Assistant: Min Jung Kim

Second Assistant: Ji Hyun Sim

Music Composer: Joo Yeop Kim

News

Samsung Galaxy AI takes a cultural ride on the Hangeul Truck to inspire America’s future leaders

Jan. 28, 2026

Samsung Electronics joined hands with world-renowned installation artist Ik-Joong Kang and the Korean Cultural Center New York to launch a public art project in celebration of Hangeul Day, the day that commemorates the invention and proclamation of the Korean alphabet.

Named “Hangeul Truck,” the open art project travelled campuses of major universities on the East Coast and the West Coast of the United States to share the beauty of Hangeul and the Korean Culture, Samsung’s AI-powered innovations and its latest Galaxy foldables with the students through engaging experiences infused with cultural vitality.

The art experience is centered around the Hangeul Truck wrapped in 5,400 of artist Ik-Joong Kang's signature Hangeul Cubes and an LED screen that displays artworks created by students in real time. Students can write a message to their future selves with their voice using Galaxy Z Fold7, and Samsung’s AI-powered innovations instantly translate the message into Korean. Messages are transformed into Hangeul artwork and shared on the LED screen of the Hangeul Truck.

Side programs promoting Korean language and culture also take place where students can enjoy Hangeul coloring with the help of Samsung Galaxy Tabs, or try erasable Hangeul Tattoos, and take selfies decorated with photo frames designed by artist Kang. 

“The Hangeul Truck is a meaningful project showcasing the unique beauty and value of Hangeul, an open writing system that can be easily combined and expanded, and Samsung Galaxy's open technology connecting the world,” said Stephanie Choi, EVP & Head of Marketing of the Mobile eXperience Business at Samsung Electronics. “We will continue to expand public cultural initiatives bridging communities, languages, and generations.”

“The Hangeul Truck is where the past meets the present — where Hangeul, created by King Sejong centuries ago, now breathes with the dreams of today’s young generation,” said artist Ik-Joong Kang. “What made this project meaningful was its openness — art not confined to an exhibition hall, but moving freely through various cities and campuses.”

Hangeul Truck has made stops at six universities on the East Coast and Times Square in New York City, and continues its journey to campuses, museums, and galleries on the West Coast throughout November. An average of 1,200 people experienced the Hangeul Truck daily, with over 8,000 participants cumulatively during the activation that took place on the East Coast. 62.9% responded that their favorability toward the Galaxy brand increased after experiencing the Hangeul Truck.

Cheil was behind the planning, creation, and operation of the Hangeul Truck experience.

View the work: https://www.youtube.com/watch?v=9oYg2-2ugjw 

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Credits

Campaign Title: Hangeul Truck

Client (Samsung Electronics): Heekyung Kang, Soonpil Baek

Creative Agency: Cheil

Creative Director: Sohyun Lee

Art Director: Jeongmi Kim, Hyosun Kim, Eunhye Choi

Copywriter: Sohyun Lee

Account Director: Taesun Choi

Account Manager: Hyejoo Son, Honam Lee, Jooyeon Han

Space Designer: Chisung Kim, Joohyung Jeon

Event Manager: Joomyung Han, Soojeong Kim

Experience Solution Director: A Jin Ko

Experience Solution Planner: Hyosup Lee, Seung Min Lee

Project Manager: Kay Shin

Production: TWObecontinued

Post Production: Loocreative, Hype

Insight

Galaxy S25 Launch: Samsung Reinvents the Way You Interact With Your Smartphone

Jan. 27, 2026

News

WWF's OOH campaign has up close look at animals entangled in litter to raise alarm about plastic pollution

Jan. 26, 2026

WWF-Korea (World Wide Fund for Nature) and Cheil join forces to raise awareness about the threats plastic pollution poses to wildlife with a vivid out-of-home campaign.

Titled Animal Trash Fashion, the work features animals such as sea turtles and seals entangled in plastic waste conveyed through a narrative often seen in fashion films. Litter is portrayed as wearable items designed by humans that are directly harming the lives of wild animals.

WWF-Korea has established the ‘No Plastics in Nature’ initiative to reduce the production of plastics and prevent further release of plastics into nature by 2030. Animal Trash Fashion is its latest call for action to join WWF's efforts to conserve nature by reducing plastic production and consumption.

"With AI, Animal Trash Fashion depicts the dire reality of the plastic crisis, in which 79% of globally produced plastics are being thrown away. Our work will be a step toward raising public awareness on plastic pollution,” said Park Minhye, executive director of WWF-Korea. "To achieve substantial results at the United Nations Intergovernmental Negotiation Committee to end plastic pollution (INC-5) taking place in Geneva this August, we need everyone's attention and involvement.”

The work was created using only generative AI tools to overcome limitations of featuring animal species that cannot be filmed, and to ensure no animals are harmed or tested on during the production.

A 20m x 60m full-screen takeover was revealed on July 21st in the Gwanghwamun area, the heart of Korea's capital city, Seoul, where many government buildings and media headquarters are located. Digital Chosun Ilbo, an online news publication in Korea, provided the out-of-home media placement, agreeing upon the campaign's purpose of promoting a cause in the public interest.

Animal Trash Fashion will run for one month until August 20th through out-of-home and WWF-Korea-owned social channels.

View the OOH: https://youtu.be/OL0BIocTP3Y 

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Credits

Campaign Title: Animal Trash Fashion

Client: WWF-Korea

Executive Director: Minhye Park

Marketing Director: Jungho Song

Communication Team Leader: Jiyea Hong

Creative Agency: Cheil Korea

Executive Creative Director: Seho Kwon

Art Director: Hohun Hwang, Hyerin Dho, Junseok Jang

Account Director: Wonjun Jang

Account Executive: Taewon Woo, Dahoon Son

Editor: SangGoo Han

Post Production: Gust N’ Gale