2013 / Cheil Canada / Samsung Canada. If your food could talk, which fridge would it tell you to buy? Well the one that keeps it the freshest. That was the idea. And how we executed it was pretty neat. We sourced seeds from a company in Texas that engraved seeds. And we engraved the bean seeds with the Samsung logo. But we didn’t just send out seeds. I designed custom acrylic pots that were wrapped to look like the new Samsung four-door fridges. These were filled with soil and pre-planted with to seeds (just in case), the lid was sealed and once opened it became the water tray (little details). Pots were sent in fully printed (but unbranded), custom shipping boxes (with crush zones for safe delivery) that posed one question… “If your fresh food could talk, what kind of fridge would it recommend?” They were sent to Bloggers and industry writers with the 5 directions to follow. Open the lid, place it under the pot. Water and place near a sunny window, water regularly and wait for the answer. In a few days the seeds sprouted and the Samsung logo revealed.