By embracing full on the controversy around a bold camera design and turning it around into a self-expression enabler via a creative competition open to everyone, we built on our #dowhatyoucant attitude and boosted the sympathy for the brand, transforming what was panning out to become a disadvantage into an appealing distinct feature which encouraged the inventor within each of us to step out and shine. The S10 become, thus, more than just a new model, an exciting catalyst for personal expression and a rallying point for our brand community.

The brief of the competition was straightforward enough for everyone to wish to become a wallpaper inventor – all they had to do is incorporate the new camera style in their design.

We even offered a graphics tool to help the participants craft their proposal inside our landing page and invited people to post their masterpiece via Stories.