Samsung turns TVs into benches

Samsung took advantage of the World Cup to launch the “Captive Chair” action, which encourages consumers who buy a new television from the brand to use the corrugated cardboard box that contains the product to create a bench and, thus, have the presence of guests to watch the games.

Samsung has applied the Eco Packaging concept to this special action, developed in collaboration with the Cheil agency, in which it encourages all customers to reuse product packaging instead of throwing it away. The bench has been designed to bring practicality, in addition to a modern design and to add to the furniture of the house.

“Giving people the tools that inspire creativity is the essential formula for fostering a truly sustainable routine. Combining a remarkable moment like the World Cup with an initiative as important as Eco Packaging reflects Samsung’s goal of achieving a better future through simple actions that have a positive effect on society,” said Thiago Cesar Silva, Chief Marketing Officer. of the Consumer Electronics division of Samsung Brazil. .

“We idealized the initiative to connect the fact that Samsung has the largest portfolio of big screens in the market to meeting people at home to watch World Cup matches, a time when more people are at the more encouraging, the better,” says Felipe Andrade, Executive Creative Director at Cheil.

In addition to the bench, on the website it is possible to consult other examples of objects that can be assembled.

The Eco-Packaging project, in particular, began in 2019 at C-Lab, Samsung’s startup program, and was quickly implemented the following year in several countries. The three creators – Jonathan Whang, Sungdo Son and Daehee Yoon – presented the proposal to the business unit, which turned it into a product. In about a year, the idea had already been implemented in the packaging of Samsung TVs and, currently, it has been extended to new product boxes, such as monitors and home appliances.

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