The bin of irritation

Creative idea

The campaign insight was simple yet powerful: background noise ruins otherwise perfect moments for everyone. Building on this, the big idea became “Erase the noise, keep the moment.” Execution turned this promise into an integrated media ecosystem centered on the “The Bin of Irritation,” a mysterious two-story black cube installation in Budapest. Visitors explored noisy characters embodied by props and actors, tested Galaxy S25 devices, and captured evening shows featuring sports, music, or performance art. Paid teasers, earned buzz, influencer amplification, and Samsung’s owned channels extended the experience nationwide – turning a local installation into a shared, multi-channel cultural story.

Brand name: Samsung
Advertiser / client: Samsung
Product / service: Electronic devices
Campaign name: The bin of irritation
Agency network: Leo
Agency: Publicis Groupe Hungary
Media agency: Publicis Groupe Hungary
Agency chief executive officer: Vladimir Tkachev
Executive creative director: Márton Jedlicska
Creative director: Dávid Harmath
Art director: Sándor Szabó
Copywriter: Ádám Dávid
Account director (agency): Zsófia Véber
Strategic planner / strategist: Orsolya Eidenpenz
Additional company: Eszter Kálmán - Account Manager Péter Maróth - Junior Art Director