Winners & Shortlists

SAMSUNG MAESTROS ACADEMY

TitleSAMSUNG MAESTROS ACADEMY
BrandSAMSUNG ELECTRONICS ITALY
Product/ServiceSAMSUNG CONSUMER ELECTRONICS
Category C03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Entrant Company LEO BURNETT Milan, ITALY
Advertising Agency LEO BURNETT Milan, ITALY
Media Agency STARCOM MEDIAVEST GROUP Milan, ITALY
Production Company MAGNOLIA Milan, ITALY
Credits
Name Company Position
Mark Tutssel LEO BURNETT CO. CHICAGO USA Global Chief Creative Director
Francesco Bozza/Alessandro Antonini LEO BURNETT CO. MILAN ITALY Executive Creative Director
Christopher Jones/Anna Meneguzzo/Cristiano Tonnarelli LEO BURNETT CO. MILAN ITALY Creative Directors
Paolo Boccardi LEO BURNETT CO. MILAN ITALY Digital Creative Director
Alice Jasmine Crippa LEO BURNETT CO. MILAN ITALY Copywriter
Gianluca Ignazzi/Alessia Casini LEO BURNETT CO. MILAN ITALY Art Directors
Joseph Menda/Cristina Bissanti/Felipe Iglesias/Gaia Barison/Alberto Lot/Lia Paga LEO BURNETT CO. MILAN ITALY Creative Team
Ornella Vittorioso LEO BURNETT CO. MILAN ITALY Planner
Andrea Castiglioni/Francesco Loprete LEO BURNETT CO. MILAN ITALY Project Managers
Riccardo Biancorosso/Gaia Fusaro LEO BURNETT CO. MILAN ITALY Producers
Alberto Maderna LEO BURNETT CO. MILAN ITALY Mock/Up Artist
Giada Cioffi LEO BURNETT CO. MILAN ITALY Art Buyer
Maria Teresa Genovese LEO BURNETT CO. MILAN ITALY Pr Coordinator
Niccolò Arletti LEO BURNETT CO. MILAN ITALY Managing Director
Elena Korzhenevich LEO BURNETT CO. MILAN ITALY Brand Leader
Luca Ruspini/Davide Nava LEO BURNETT CO. MILAN ITALY Account Supervisors
Federica Giacomotti LEO BURNETT CO. MILAN ITALY Account Manager
Gianluca Mori LEO BURNETT CO. MILAN ITALY Technical Director
Michele Rho Film Director

The Brief

Samsung is a leading technology brand whose marketing approach has always focused on launching products and features. This brand needed to be more distinctive and memorable, letting people capture its human side: a brand that designs its products to “launch people”, to accelerate their possibilities in real life. The target audience was drawn both from existing customers and new ones, offering great chances to empower young people’s talent through technology, by addressing a national issue. In the meantime, this activation generated unconventional “demos” about specific product features as well as new meaningful ways to use them for valuable life’s purposes.

Creative Execution

“Samsung Maestros Academy” is the first conservatory where young talents can learn how to become the next masters of “Made in Italy” and the only place with such an extensive content about ancient crafts. Maestros demonstrated the power of two generations co-creating through technology, with 12 branded stories aired on Discovery-Italia Channels and several innovative design pieces that triggered the curiosity of the Milan Design Week event and influent blogs all over the world. Our educational content enhanced the consumer awareness on specific products-features, stimulating the acquisition and retention of the main target and an improved brand perception.

Describe the creative solution to the brief/objective.

We aimed to reconnect two generations preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We used Samsung technology to connect great handcrafting masters and young talents, teaching ancient crafts in a smarter way. We turned an invaluable tradition in an engaging online experience, paving the way for great stories of success, enabled by outstanding creativity and Samsung technology. The projected rensponse was the generation of several outstanding design pieces, showcased in the greatest International Design Week in Milan and on several blogs and magazines.

Results

The academy generated a great conversation, with over 3-million people reached on Twitter, 4.5 million FB-users reached, 6 million TV-viewers and 30 million media impressions in Italy alone. During all interactive lessons, users asked specific questions regarding what they learnt through the platform. Almost the 50% of live-lessons participants asked the Maestros to become apprentices, exceeding the available positions by 300% on average and then generating positive hiring opportunities for other artisans. Maestros became an outstanding example for technological sector, inspiring people to find new meaningful ways to improve thieir life through smart-devices by treasuring their territorial assets.