Easy For Us Primary Function: Ñemurã Ñorairõ by Cheil Egypt is a highly esteemed winner of the very prestigious 2026 A' Design Award Pláta in Ñemomarandu Jejapo Competition Category.
PlátaÑemomarandu· 2026
Easy For Us Primary Function: Ñemurã Ñorairõ
by Cheil Egypt
Client: Samsung Elcectronics Egypt
A' Design Award Pláta Winner in Ñemomarandu Category
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The Design
About Easy For Us Primary Function: Ñemurã Ñorairõ
Book Text: Peteĩ tembiporu naiporãiramo, omopu'ã jepy'apy. Pe ñorairõ ojapóva Cheil Egypt Creative Team ombojere opaite kuaru, jejavy ha mbeguekue peteĩ tape Samsung pytyvõ gotyo. Opaichagua jejavy oikóva ha'e peteĩ techaukaha hesakãva pytyvõ imbaretéva oĩha, omoakãva tapichakuérape ñesẽ porãme ha ohechaukáva jepe tembiporu okañ'imbáramo, pytyvõ oñongatu hekorãva py'aguapy.
The Recognition
About the A' Design Award Pláta
Easy For Us Primary Function: Ñemurã Ñorairõ ohupyty A' Design Award Pláta, peteĩ ñehechakuaa extraordinariamente prestigioso oñeme'ẽva diseño de primera línea, hechapyrãva ha impresionante-pe. Umi ganador Pláta ha'e tembiapo brillante ha heta creativo ohechaukáva expertise, talento ha agudeza sobresaliente umi diseñador-pe. Oñeha'ãrõ Easy For Us Primary Function: Ñemurã Ñorairõ ha'eha peteĩ tembiapo maravilloso, ejemplar, profesional ha innovador pypukuvéva. Ko diseño ohupytýva A' Design Award Pláta ha'e invento ojehechakuaáva ha ojehayhúva ohepyme'ẽva ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Easy For Us Primary Function: Ñemurã Ñorairõ ha'e creación heta ojeenvidiáva omokyre'ỹva ipotapy, ome'ẽva sentimiento positivo ha omoheñóiva maravilla ha sorpresa.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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. - 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.
- Patents
- Copyrights belong to Cheil Egypt 2025.
Cheil Egypt 2025 Samsung Elcectronics Egypt. - Team Members
- Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah. - Image Credits
- Client: Samsung Electronics Egypt.
Advertising Agency: Cheil Egypt.
Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah.
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