The Drum Awards Festival - Content

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Agency: BBH London
Client: Samsung
Date: May 2016
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As one of the world’s leading companies, Samsung helps to shape the future with ideas and technologies. But sometimes the rapid and constant pace of technological development can leave people feeling cold and like it’s not relevant to them.

With this in mind, Samsung came to BBH with a brief to raise awareness and brand loyalty amongst millennials.

Our creative idea came from the insight that a third of parents can’t be with their children at bedtime to read them a story. Building on Samsung’s expertise in VR, we were able to create Bedtime VR Stories, which allows parents and children to share a story, even when they’re apart, so it’s no longer “once upon a time” but rather “happily ever after”.

The app provides a VR story environment where parents and children can see and interact with each other. This is created using a combination of VR and VOIP (Voice Over Internet Protocol) for an immersive, shared experience.

The story itself sees the parent and child transported to a fantastical world. With both sat on a magical bed, they go in search of ‘The most wonderful place to be’. It’s a journey that takes them from the bedroom to three magical places. First stop is the Arctic, in the company of Jen the Penguin. Next, Dan the Dinosaur takes us to meet the rest of his family in a pre-historic world. Finally, they fly into outer space with Robot Jo, for a musical finale.

In each new world the child can explore and interact with their surroundings. And like all the best stories, this not only has a happy ending but a moral too, as we discover that wherever we go, the most wonderful place to be is actually by each other’s side, making children aware of the importance of home and family.


Creative Director: Joakim Borgstrom

Creative Team: Martin-Jon Adolfsson, Oksana Valentelis

Copywriter: Nick Kidney

Additional Credits: Strategy Director: Damien Le Castrec

Strategist: Tom Patterson

Chief Strategy Officer: Jason Gonsalves

Chief Production Officer: Davud Karbassioun

Business Lead: Julian Broadhead, Polly McMorrow

Global Business Development Director: Tim Harvey

Account Manager: Lara Worthington and Katharine Gritten

Print Producer: Simon Taylor

Additional Contributors: Amrita Das, Richard Cable,Jeremy Ettinghausen,Vix Jagger, Chris Meachin, Alex Matthews, Sarah Cooper, Patrick Dedman, Kate Frewin-Clarke, Matt Bertocchi, Katie Callaghan Producer (Digital): Samuel Bowden

Producer (Film): David Lynch

Assistant Producer: Sarah Cooper

Production Company: Black Sheep Studios

Editor/Editing House: Black Sheep Studios

Producer (Print): Simon Taylor, Katie Callaghan

Unit 9 Credits: VR Creative Director: Henry Cowling

Art Director: Fred Aven

Teach Lead: Laurentiu Fenes

Lead Unity developer: Xavier Arias

Unity Developers: Kevin Borrell, David Diaz, Luke Haugh, Mark Vatsel, Riess Phillips Henry Illustration / Environments & Character Design: Christian-Slane

3D Artists: Sophie Langohr, Steve Campbell

Storyboard Artist: Sophie Conchonnet

Technical Artist: Josep Moix

UX Designer: Camille Theveniau

Designer: Mariusz Kucharczyk

Sound Design: Chris Green, Sound Design

Head of QA: Dominic Berzins

QA Lead: Eve Acton, QA Lead

QA Senior Tester: Tom Watson, Ayesha Evans

QA Tester: Andrew Heraty

Executive Producer: Richard Rowe

Senior Producer: Emma Williamson