Samsung Galaxy S5 'Black Cat'
In August 2014, the news reported that record numbers of black cats were being abandoned. Why? Because people thought they didn't take good selfies.
So we responded immediately with a social media campaign to teach people how to take great black cat photos.
We made a 'how-to' video so anyone could learn to take great black cat photos, and we used the photos we took on the GS5 as ads for the phone itself.
Within a week our post had made it on to the national news and became Samsung's most shared social media post ever.
The campaign was chosen as a finalist at the 2015 One Show.