Honestly, you may come across with few firms that talk about their failure beside their success. We believe in here, that even failure in juicy project creates valuable experiences. One of or terminated project which belongs to Samsung could be one of its best result in Iran in recent years. It seemed contrary from the esteemed client. As an advertising group we could observe the power of Samsung products in the market. We had always question in mind; why Samsung does not put on its agenda for advertising purpose that paying attention to the visual quality, relevancy and appealing between message and image is crucial even though with its massive advertising budget? However, occasionally our colleagues who have more experience rather than us, attempt to change the Samsung standard campaign, our expectation as a professional audience was not fulfilled. At the begging of year of 1392, we met the higher ranking managers of Sam Electronic. In that session they provided us with rational answer in regard to our questions. After that we had the opportunity to execute the latest NX camera Campaign.