Award: EFFECTIVENESS \ E03. Best Creative Idea

Judge’s warning: This entry contains material you may find distressing, but no more horrifying than what a child can easily find on their phone.

“A man drowning puppies.”
“Nudes of a schoolmate.”
“Strangers masturbating.”

If everything kids see online was in a school library, adults would be outraged. So, that’s the brand experience we created.

To promote Samsung’s first-ever Kid-Safe devices, we took children’s experiences of online harm and turned them into a real-world library. The R18 library was open to New Zealanders and politicians, with each book representing children’s online encounters, compiled from hundreds of real global data sources.

This powerfully demonstrated the need for the Samsung Kid-Safe Range. It generated widespread media coverage, a +97% increase in enquiries, and intensified cross-party political support to urgently drive policy change.