CASE STUDY: SAMSUNG
Last year, Samsung and Questacon - Australia’s National Science and Technology Centre partnered together to launch Creators Wanted - an educational resource designed to show students how skills in science, technology, engineering and maths, or STEM as it is known, are becoming increasingly relevant across all industries and future career paths.
The purpose of this campaign, championed by Leo Burnett Sydney was to help address the declining level of STEM skills across Australia by inspiring students who wouldn’t normally consider STEM related electives in their high school and tertiary education. They did this by engaging three influencers and champions in their fields across industries one wouldn’t normally associate with STEM related skill sets.
Fashion with Jane Lu, a fashion icon and founder of the incredibly successful online fashion retailer Showpo… Food with Reynold Poernomo, a previous Masterchef Contestant… And Sport with Charlotte Caslick, an Olympic gold medalist and Australian Rugby Sevens Player…
The Creators Wanted project aimed to show off STEM opportunities out there, even in industries you may not expect, by releasing a series of videos that showcased incredible inventions, in those industries, that actually... don’t exist yet. However, being a Corporate Social Responsibility campaign, they didn’t have huge budgets for media spend. And that’s when the creative team at Leo Burnett partnered with us.
And so was born, the dress that changes colour, the ball that retrieves itself and the 3D organic printer...
Released on the ambassadors social platforms, with no paid media to promote them, these videos went on to achieve over 20+ million online views.
This was phase one, of a multiple phased campaign with a great cause. Our small contribution to it, started the conversation around the relevance of STEM in industries you wouldn’t expect. The campaign went on to lay claim to the videos, directing the focus of conversation, with the help of the ambassadors behind them, to discussions around the future of those industries, to discuss how technologies like these could be possible and get young students excited about the potential that they could be part of that next phase in this technological advancement.
The videos we’re also re-released as branded assets with a call to action via a paid online campaign.
This campaign was recognised as a Finalist @ Cannes Lions & AdFest 2017 and was shortlisted for best Corporate Social Responsibility campaign at this years CommsCon Awards in Australia.
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