PROBLEM
The elderly can prevent and delay dementia by exercising their brain regularly.
However, they often sit and stare at a screen all day at home, which can quicken cognitive decline.

INSIGHT
Unlike other companies, Samsung creates both phones and appliances, providing an integrated experience with IoT.
 
IDEA
Samsung’s “Homebuddy” exercises your parents’ brains in the comfort of their homes. 

Art Direction: Don Lee