Silver Advertising, Marketing and Communication Design · 2026
Easy For Us Advertising Campaign
by Cheil Egypt
- A' Design Award 2026 Silver Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2026
- CLIENT: Samsung Elcectronics Egypt
- Estimated Number of Design Views: 15,512
- Verification code 43A2CFF642 · Verify this award
About Easy For Us Advertising Campaign
When a device fails, it sparks concern. The campaign by the Cheil Egypt Creative Team turns each crack, glitch, and slowdown into a path to Samsung support. Every malfunction becomes a clear signal that professional help is available, guiding users to reliable solutions and showing that even if devices are fragile, support keeps peace of mind fully protected.
Cheil Egypt's Easy For Us Advertising Campaign represents a distinguished achievement in contemporary outdoor advertising design, demonstrating sophisticated understanding of large-format visual communication principles and service-sector brand messaging. The work operates within the established tradition of minimalist commercial graphics while introducing thoughtful conceptual elements that elevate standard promotional content toward meaningful visual narrative. The campaign's central conceit transforms a damaged smartphone screen into cartographic imagery, suggesting that what appears as crisis from one perspective becomes navigable territory when supported by capable service infrastructure. This metaphorical transformation achieves considerable conceptual elegance, positioning repair services as wayfinding expertise rather than mere technical intervention. The typographic hierarchy exhibits careful calibration for outdoor viewing conditions, with bold primary messaging optimized for rapid comprehension by moving audiences while secondary text rewards closer engagement. The chromatic restraint demonstrates sophisticated understanding of environmental integration, allowing the composition to achieve maximum impact against variable sky conditions while projecting professionalism appropriate to technology service contexts. The structural rendering of the billboard itself, complete with support infrastructure and maintenance elements, suggests awareness of advertising as physical presence within urban landscapes rather than purely graphic artifact. The warm coral accent within predominantly cool neutrals introduces subtle chromatic tension that guides attention without disrupting overall tonal harmony. This work invites consideration of how commercial messaging can achieve aesthetic sophistication while fulfilling functional communication objectives, and how visual metaphor might transform service promotion into genuine visual interest.
Press Kit
- Unique Properties
- Hard for you Easy for us A human-centered message showing empathy toward the customer’s frustration when their device breaks, something that feels like a disaster to them, while reassuring that Samsung’s service network can handle it effortlessly.
The cracked phone screen is cleverly visualized as a map, symbolizing how Samsung’s widespread service centers are always close, turning a problem, the crack, into a pathway to help. - Dimensions & Packaging
- Final artwork dimensions 3600 in 3600 px at 300 dpi optimized for both high resolution digital displays and offset print. Color profile cmyk iso Coated v2 for print and srgb for screen use. Assets were created using vector-based elements to ensure scalability without quality loss. Fonts used are web-safe and print-compatible. File formats delivered ai, psd and png for multichannel deployment.
- Tags
- Cracked screen visual, Urban map integration, Customer service design, Location-based service, Emotional storytelling, Visual communication, Service accessibility, Graphic design campaign, User-centered design, Mixed media artwork
- Production Technology
- The key visual was developed using non-destructive editing workflows in Adobe Photoshop and Illustrator. The shattered screen effect was composited using high-resolution texture overlays and blending modes, while the map data was extracted via GIS-based vector rendering for precise urban detailing. Typography follows a grid-based layout system to ensure visual harmony. The final output is optimized for both print and digital at 300 DPI
- Design Challenge
- The main challenge was balancing emotional impact with clear service messaging. Visually merging a cracked phone with a city map required careful composition to avoid confusion. Limited access to accurate geolocation data and ensuring cultural relevance in a diverse market were key obstacles. Internally, aligning with brand tone while addressing urgent user pain points made the design process both complex and creatively demanding.
- Project Duration
- The project commenced in January 2025 in Cairo, Egypt, and was completed in April 2025. All stages of concept development, design, and production were carried out locally. The final visual was launched as part of a nationwide customer service campaign and exhibited at the Cairo Design Week in May 2025.
- Operation Flow
- This visual communicates a simple message: when your phone breaks, help is just minutes away. The cracked screen with a city map inside symbolizes both the problem and the solution and location-based support. Viewers instantly understand the ease of accessing customer service nearby. The message is emotional yet practical, creating trust by showing how quickly and reliably help can arrive when it's most needed.
- Research
- This was applied design research aimed at improving customer service communication. Using mixed methods, we combined user interviews, competitor analysis, and service heatmaps. Tools included surveys, GIS mapping, and A/B visual testing with 50 participants. Results showed users respond better to location-aware visuals. Insights shaped a design that boosted service trust and accessibility, directly impacting brand perception and user engagement in real life scenarios.
- Inspiration
- When your phone breaks, it’s more than just a cracked screen it’s a moment of panic.
Your memories, your work, your connection to the world all suddenly feel fragile.
In that moment, you’re not just looking for repair you’re looking for reassurance. For someone who understands how much your device means to you. - Image Credits
- Client: Samsung Electronics Egypt.
Advertising Agency: Cheil Egypt.
Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah. - Patents
- Copyrights belong to Cheil Egypt 2025.
Cheil Egypt 2025 Samsung Elcectronics Egypt.