PRESS RELEASE

FOR IMMEDIATE RELEASE

SAMSUNG SENDS ONE PERSON TO THE HIMALAYAS FOR 100 DAYS TO WATCH
TV IN PEACE
DDB Stockholm is the driving force behind Samsung's initiative 'The Catch-up
Grant', which gives one person the chance to watch TV-series on a full-time basis,
completely undisturbed, for a period of one hundred days.
September 30 2015 | Stockholm, Sverige

The phenomenon of "binge watching", meaning to watch several episodes of a TVseries in one sitting, is something that is referred to more and more often. In recent
years, not least thanks to popular online streaming-services, our TV-series habits have
changed substantially. It is now common for an entire series to be released in one go,
rather than episode-by-episode, to make it easier for people to watch several episodes
in a row. At the same time, however, not many people have the time or the opportunity
to watch TV-series as often as they would like. That is why Samsung has launched the
Nordic initiative known as 'The Catch-up Grant'.
"A common topic of conversation nowadays is "the fear of missing out". We don't have
time to keep up with episodes of all the fantastic series out there, and the fear of being
left behind in the ongoing pop culture conversation becomes a source of stress. The
Catch-up Grant is here to help those in need", says Henrik Lethagen, Marketing
Manager at Samsung.
In order to avoid this day-to-day stress, the grant recipient will be sent to an isolated
and spiritual place in the Himalayas where, to maximise the experience, they will catch
up on the TV series on Samsung's new SUHD TV. This TV is Samsung's crowning glory,
with a 65" curved screen, a screen resolution four times greater than that of full HD and
an advanced nanocrystal technology that delivers 64 times more colour than the
Samsungs UHD TV from last year. The winner will also receive monetary compensation
for the time spent catching up.
The driving force behind the campaign is DDB, Samsung's main advertising agency in
the Nordic region. Among other things, the agency has produced a microsite where
you can upload a thirty-second film in which you explain why you deserve the chance
to watch TV-series in the Himalayas. A jury will then select the eight most compelling
entries, which will go on to a competition final in Stockholm.

"To be able to leave you everyday life behind and truly immerse yourself in TV-series
would be a dream-come-true for many people. Thats why we decided to meet the
demand and go all the way with it. 100 days of quality popular culture on Samsung's
best TV is, in its own way, a spiritual experience", says Daniel Menck, Creative at DDB.
The campaign will run between wc Sep 21 and wc Sep 26 and will consist of units like
campaign site, online films, social media films and banners.
Customer: Samsung
Clients: Henrik Lethagen, Marketing Manager CE; Pernilla Viberg Category Marketing
Manager CE
Agency: DDB
Creative: Daniel Menck
Business Director: Jessica Morales
Account Director: Rebecca Jerndahl Tepavac
Account Managers: Ulrica Carlsson, Ulrika Srensen
Planner: Patrick Wilkorsz
Digital Designer: Erik Sigblad
Digital Designer: Martin Ruben
Digital Director: Andreas Fabbe
Digital Account Director: Katarina Mohlin
Graphic Designers: Tor Westerlund, Sebastian Reinbring, Steven McDonald
Digital Production Company: Acne production
Production Company: Mastiff
Director: Brennan Stasievicz
Executive Producer: Kristian Beer
Producer: Mats Olsson
Photographer: Adam Uhl
PR Agency: Wenderfalck

About DDB
DDB Worldwide (www.ddb.com) is one of the world's largest and most influential advertising and marketing networks. At
the prestigious 2014 Cannes International Festival of Creativity, DDB took home 87 Lions as well as Agency of the Year
and Regional Network of the Year honors for adam&eveDDB and DDB EMEA, respectively. In addition, DDB has been
named Agency of the Year numerous times by the industry's leading advertising publications and awards shows. The
Gunn Report has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 years. The agency's clients
include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.
Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries
with its flagship office in New York, NY.
ABOUT OMNICOM

Omnicom Group Inc. (NYSE OMC) is a leading global marketing and corporate communications company. Omnicoms
branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public relations and other specialty communications services to
over 5,000 clients in more than 100 countries.
CONTACT:
Sara Cosgrove
DDB Europe
Sara.Cosgrove@ddb-europe.com
+44 207 258 4230