Press Release
Silver A' Design Award in Advertising, Marketing and Communication Design Goes to Easy For Us Advertising Campaign by Cheil Egypt
Cheil Egypt recognized for advertising, marketing and communication design by the international grand jury of the 2025 - 2026 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 22, 2026 /DesignNewswire/ Easy For Us Advertising Campaign by Cheil Egypt, designed for Samsung Elcectronics Egypt, has been granted the Silver A' Design Award in the Advertising, Marketing and Communication Design category, A' Design Award & Competition has announced. The recognition forms part of the 2025 - 2026 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
The Silver A' Design Award Explained
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
More About Easy For Us Advertising Campaign
When a device fails, it sparks concern. The campaign by the Cheil Egypt Creative Team turns each crack, glitch, and slowdown into a path to Samsung support. Every malfunction becomes a clear signal that professional help is available, guiding users to reliable solutions and showing that even if devices are fragile, support keeps peace of mind fully protected.
About Cheil Egypt
Cheil Egypt is a multidisciplinary design and creative professional specializing in visual communication, branding, and design strategy. With a focus on meaningful, human-centered solutions, they integrates design thinking with cultural insight to create work that connects ideas, people, and technology. Over the course of their career, CHeil Egypt has contributed to projects spanning commercial, artistic, and academic contexts. Through design, education, and collaboration, they aims to support innovation, foster dialogue, and contribute to the development of a more sustainable and culturally aware creative community.
Award Record
This recognition makes Cheil Egypt a winner of 1 A' Design Award.
About the A' Advertising, Marketing and Communication Design Award
The A' Advertising Design Award is an international advertising design competition recognizing good advertisement designs by designers and agencies worldwide. The competition is organized within the A' Design Award & Competition and is open to advertising designers, marketing professionals, communication designers and creative directors from all countries. Entries typically include advertisement campaigns, billboards, commercials, print ads, social media campaigns and direct mails. Awarded advertising designs are published at https://dezigners.org/design-category/advertising
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/177825
- A' Design Award Page: https://competition.adesignaward.com/177825
- Media Showcase: https://www.designnewsroom.com/!177825
- Laureate Profile: https://dezigners.org/d/374847
- Further Information from the Laureate: https://shorturl.at/3T1Ah
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Easy For Us Advertising Campaign
- Function
- Advertising Campaign
- Category
- Advertising, Marketing and Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising
- Colors
- Cornflower Blue, Powder Blue, Lavender, Light Sky Blue and Dark Slate Gray
- Images
- 5
- Client
- Samsung Elcectronics Egypt
The Recognition
- Laureate
- Cheil Egypt
- Country
- Egypt
- Recognition
- Silver A' Design Award
- Edition
- 2025 - 2026
- Design ID
- #177825
Credits
- Team
- Moataz Mohamed., Tarek Ehab. and Dina Abdullah.
- Image Credits
- Client: Samsung Electronics Egypt. Advertising Agency: Cheil Egypt. Creative Director: Moataz Mohamed. Copywriter: Tarek Ehab. Executive client service: Dina Abdullah.
Design Details
- Unique Properties
- Hard for you Easy for us A human-centered message showing empathy toward the customer’s frustration when their device breaks, something that feels like a disaster to them, while reassuring that Samsung’s service network can handle it effortlessly. The cracked phone screen is cleverly visualized as a map, symbolizing how Samsung’s widespread service centers are always close, turning a problem, the crack, into a pathway to help.
- Inspiration
- When your phone breaks, it’s more than just a cracked screen it’s a moment of panic. Your memories, your work, your connection to the world all suddenly feel fragile. In that moment, you’re not just looking for repair you’re looking for reassurance. For someone who understands how much your device means to you.
- Research
- This was applied design research aimed at improving customer service communication. Using mixed methods, we combined user interviews, competitor analysis, and service heatmaps. Tools included surveys, GIS mapping, and A/B visual testing with 50 participants. Results showed users respond better to location-aware visuals. Insights shaped a design that boosted service trust and accessibility, directly impacting brand perception and user engagement in real life scenarios.
- Challenge
- The main challenge was balancing emotional impact with clear service messaging. Visually merging a cracked phone with a city map required careful composition to avoid confusion. Limited access to accurate geolocation data and ensuring cultural relevance in a diverse market were key obstacles. Internally, aligning with brand tone while addressing urgent user pain points made the design process both complex and creatively demanding.
- Realization and Technology
- The key visual was developed using non-destructive editing workflows in Adobe Photoshop and Illustrator. The shattered screen effect was composited using high-resolution texture overlays and blending modes, while the map data was extracted via GIS-based vector rendering for precise urban detailing. Typography follows a grid-based layout system to ensure visual harmony. The final output is optimized for both print and digital at 300 DPI
- Operation and Interaction
- This visual communicates a simple message: when your phone breaks, help is just minutes away. The cracked screen with a city map inside symbolizes both the problem and the solution and location-based support. Viewers instantly understand the ease of accessing customer service nearby. The message is emotional yet practical, creating trust by showing how quickly and reliably help can arrive when it's most needed.
- Project Duration and Location
- The project commenced in January 2025 in Cairo, Egypt, and was completed in April 2025. All stages of concept development, design, and production were carried out locally. The final visual was launched as part of a nationwide customer service campaign and exhibited at the Cairo Design Week in May 2025.
- Specifications
- Final artwork dimensions 3600 in 3600 px at 300 dpi optimized for both high resolution digital displays and offset print. Color profile cmyk iso Coated v2 for print and srgb for screen use. Assets were created using vector-based elements to ensure scalability without quality loss. Fonts used are web-safe and print-compatible. File formats delivered ai, psd and png for multichannel deployment.
- Keywords
- Cracked screen visual, Urban map integration, Customer service design, Location-based service, Emotional storytelling, Visual communication, Service accessibility, Graphic design campaign, User-centered design, Mixed media artwork
