Easy For Us Primary Function: Tauiviga Faʻasalalauga e Cheil Egypt

O le mamanu Easy For Us Primary Function: Tauiviga Faʻasalalauga e Cheil Egypt o se manumalo maualuga tele o le fa'ailoga mamalu 2026 A' Design Award Ario i le Vaega Tauva Mamanu Fa'alauiloa.

ArioFa'alauiloa· 2026

Easy For Us Primary Function: Tauiviga Faʻasalalauga

na mamanuina e Cheil Egypt

Tagata Fa'atau: Samsung Elcectronics Egypt

Manumalo o le A' Design Award Ario i le Vaega Fa'alauiloa

16,584

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #177825

Asiasi i le Saite Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Easy For Us Primary Function: Tauiviga Faʻasalalauga

Book Text: A faʻaletonu se masini, e faʻatupuina ai le popolega. O le tauiviga a le Cheil Egypt Creative Team e liua ai gauiga, faʻaletonu, ma le telegese taʻitasi e avea ma ala i le lagolago a Samsung. O faʻaletonu uma e avea ma faʻailoga manino o loʻo maua ai le fesoasoani faapitoa, e taʻitaʻia ai tagata faʻaaogā i fofo faʻatuatuaina ma faʻaalia ai e tusa lava pe maʻaleʻale masini, ae o le lagolago e puipuia atoatoa ai le filemu o le mafaufau.

Le Fa'ailogaina

E Uiga i le A' Design Award Ario

O le A' Design Award Ario na manumalo ai Easy For Us Primary Function: Tauiviga Faʻasalalauga, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Easy For Us Primary Function: Tauiviga Faʻasalalauga e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Easy For Us Primary Function: Tauiviga Faʻasalalauga o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: 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.
Fa'ailoga: 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
Tekonolosi Gaosiga: 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
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: 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.
Fa'agasologa o Galuega: 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.
Pateni: Copyrights belong to Cheil Egypt 2025.
Cheil Egypt 2025 Samsung Elcectronics Egypt.
Sui o le 'Au: Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah.
Fa'aaloaloga o Ata: Client: Samsung Electronics Egypt.
Advertising Agency: Cheil Egypt.
Creative Director: Moataz Mohamed.
Copywriter: Tarek Ehab.
Executive client service: Dina Abdullah.