Earlier we wrote about Amsterdam zoo Artis activating its youngest target to communicate with André Kuipers who is in space at the moment – “Engaging advertising in its truest form” we called it. Samsung is doing something similar. Just like Artis the rapidly growing mobile phone manufacturer wants to send out a message to Kuipers into space – “to thank him for all the beautiful pictures he shared with us from outer space.” In the case film Natasso – a Spanish street artist – asks the consumer to share a Facebook image and from all the images collected (about 50,000) a huge mosaic will be made that can be seen from Kuipers station in space. Since some extra exposure doesn’t hurt, the image is made close to Schiphol so that the airplanes visiting and leaving Amsterdam can also see it. We like the idea of creating a huge message that can be seen from space, but wonder why the artwork has already been made before the campaign starts. In other words, why does Samsung need the Dutch consumer for this? And what’s the difference for André Kuipers? Created by Cheil Benelux (Samsung’s dedicated agency) and Kong.

Update: according to Kong the artwork is not ready yet, so the picture used is hypothetical…

Update (May 23rd 2012): And here is the result. So, as we wrote in our post, the artwork was ready beforehand after all.