Easy For Us Primary Function: Pakanga Pānui nā Cheil Egypt

Ko te hoahoa Easy For Us Primary Function: Pakanga Pānui nā Cheil Egypt he kaitoa whakahirahira o te 2026 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero.

HiriwaPānui Hokohoko· 2026

Easy For Us Primary Function: Pakanga Pānui

nā Cheil Egypt

Kiritaki: Samsung Elcectronics Egypt

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Pānui Hokohoko

15,811

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #177825

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Easy For Us Primary Function: Pakanga Pānui

Book Text: Ka rara ana tētahi pūrere, ka puta te āwangawanga. Ka huri te pakanga a te Rōpū Auaha o Cheil Egypt i ia pakaru, ia hapa, me ia whakapōturi hei ara ki te tautoko a Samsung. Ka noho ia hapa hei tohu mārama e wātea ana te āwhina ngaio, e ārahi ana i ngā kaiwhakamahi ki ngā otinga pono, me te whakaatu ahakoa he ngāwari ngā pūrere, ka pupuri tonu te tautoko i te māuru o te hinengaro kia tino haumarutia.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Easy For Us Primary Function: Pakanga Pānui te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Easy For Us Primary Function: Pakanga Pānui he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Easy For Us Primary Function: Pakanga Pānui he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: 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.
Tūtohu: 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
Hangarau Whakanao: 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
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: 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.
Rerenga Mahi: 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.
Pātene: Copyrights belong to Cheil Egypt 2025.
Cheil Egypt 2025 Samsung Elcectronics Egypt.
Ngā Mema o te Rōpū: Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah.
Whakamana Whakaahua: Client: Samsung Electronics Egypt.
Advertising Agency: Cheil Egypt.
Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah.