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Samsung Within turns untold brand stories into an interactive exploration
Samsung turned obscure brand history into a choose-your-own interactive experience, letting viewers discover its stories through digital actions.
Samsung Electronics
What it had to solve
Samsung users did not advocate for the brand because they did not know enough about it. The task was to make its untold stories worth exploring.
How it works
Samsung faced a knowledge problem: users did not advocate for the brand because they did not know enough about it. Rather than add another claim-heavy campaign, it chose to reveal the stories behind the brand.
Samsung Within made the audience the navigator. Its interactive chapters let viewers discover the meaning of Samsung's name in 360°, answer the first phone call from the top of Everest, and build a phone the world said was impossible.
The experience turned brand history into exploration. Samsung's untold stories became a route viewers could actively follow, giving the company a way to bring people closer to the brand.
Why it lands
- It addressed the stated barrier—limited knowledge—directly instead of assuming advocacy would come from product messages alone.
- Distinct interactions gave each story its own mode of discovery, matching the format to the content.
- Putting viewers in control made the audience participants in Samsung's history, not passive recipients of it.
What it did
The experience gave Samsung a way to bring people closer to the brand by making its hidden stories something viewers could actively explore.
What you can take
When a brand has strong but obscure proof points, let people discover them through actions; participation makes the story more memorable than a list of claims.
Since then
The work remains in the D&AD awards archive as an interactive experience built around Samsung's untold stories. Its durable idea is to turn brand history into a sequence of discoveries rather than a conventional claim.
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