Dear Samsung,
Thank you for collaborating with TfL (Transport for London). Your re-interpretation of an icon to launch the new Circle to Search with Google feature on your Galaxy S24 made me stop, and it made me stare.
In a world of - 3000 per day is it? – constant and consistent brand communications, that's a good effort.
And how did you do it? Well, by taking something deeply familiar and highly iconic (the tube map) and messing with it, but in a meaningful and interesting way.
#HumanTruths
Whilst Harry Beck was the originator of the iconic tube map design, people's uniquely personal and outlandishly frequent interactions with it, make it seem like it belongs to them.
It's their tube map, not TfL's.
#HumanTruths
So when someone like you, Samsung, comes along and keeps to the codes (colours, dots, font) but re-represents the format (the layout), it's highly noticeable.
Especially when it comes with the authority and officialdom of being endorsed by TfL itself.
#HumanTruths
Sure, it's a bit niche and might not be all that meaningful outside London and/or beyond those who are familiar with the tube and see a print / social media article, but niche is sometimes nice. I hope you find a campaign idea that replicates the impact of this activation to a broader audience.
Thanks again
Ned
#HumanTruths