At some point in elementary school, all kids are tasked with the difficult project of growing a bean sprout. Capitalizing on this knowledge, Samsung and Cheil put direct mailer recipients to the test with a small bean planted in a mini pot shaped like a fridge, with the question: “If fresh food could talk, what kind of fridge would it recommend?” If you watered it correctly and treated your bean the way you’re meant to, it would sprout up to reveal Samsung as the fridge of choice (written on the actual plant). This witchcraft is made possible by laser sketching apparently, and proves that yet another elementary school project turns out to have real-world applications.
If your fresh food could talk, what kind of fridge would it recommend? Water and place in sunlight to find out.
Creative Director: Joe Musicco
Art Director: Donald Vann
Copywriter: Jason Partridge
Design / Studio Director: Joe Borges
Director of Client Services: Cory Smythe
Account Supervisor: Demetri Conias
Creative Resource Manager: Pat Rawluk
Director of Strategic Planning: Allison Humphries
Printing: Frank Turner of Clockwork Productions
PR Agency: North Strategic
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