Bing Lee and Samsung wanted to create a campaign to ‘upgrade your TV’. So I created a concept to highlight ‘content’ by using the idea that if you wanted access to a large library of movies or TV shows at anytime, you would need a very large collection of the DVDs for this. But if you had a current Samsung Smart TV, you didn’t need DVDs (or tapes) as the Smart TVs have access to streaming services such as Netflix, Stan and Quickflix to access thousands of moves and TV shows. This was used in various POS material and online executions across all Bing Lee stores.