Samsung: The ATM Hijack
Many people don’t realize that around 35% of the microplastics in our oceans come from washing synthetic clothes—especially fast fashion. These tiny plastic fibers are released during laundry and make their way into our water and food, causing the average person to ingest the equivalent of a credit card’s worth of plastic every week.
About the project
IDEA
To raise awareness and promote Samsung’s innovative Less Microfiber Filter™, which captures up to 98% of microfibers during washing, we turned to an unexpected platform: bank ATMs. As users inserted their cards, they saw a startling video of a credit card traveling through the human digestive system—driving home the message: "You eat a credit card’s worth of plastic every week."
EXECUTION
By using ATMs in high-traffic locations like shopping streets, malls, airports, and plazas, the campaign delivered a powerful visual message in places directly tied to fast fashion culture. Over two weeks, the campaign ran across five major German cities—Berlin, Hamburg, Köln, Frankfurt-am-Main, and Düsseldorf—leaving a lasting impression and positioning Samsung’s Less Microfiber Filter™ as a smart, sustainable solution.
Role: Creative Direction, Art Direction
Client: Mafin Insurance
Year: 2020