Samsung's Employee Engagement team needed a fun, approachable mascot to bring levity to the workplace, ease stress and boost morale during periods of high workload and economic pressure.

 

We chose to leverage Samsung’s existing avatar, G*nusmas (“G” for short), as a mascot across videos, flyers, campaigns, stickers and other materials. G was an instant hit with employees, adding a relatable and enjoyable element to daily brand interactions.

 

G’s presence brought a lighthearted consistency to our communications, fostering unity and lifting spirits during busy or challenging times.