Watch the Q

The Samsung QLED TV is an amazing technical feat in colour technology.

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We wanted to highlight this achievement by striking an emotional chord with our audience. The transliteration of Q to Persian is “کیو” which can also be read as “Who?” in certain question structures. We used this play on words to ask users “Who gives colour to their world?”

To make it easier and more engaging for users to take part, we programmed an online tech bot on the Telegram messenger platform, for users to use a big Q as a picture frame to post a pic of someone close to their heart on social media platforms.

Users could apply colour filters to the picture corresponding to the colour they associated with their loved one.

Online influencers helped to publicize the campaign, and users uploaded and applied colour to pictures of friends, children and other family members using the Q of Samsung QLED.