Winners & Shortlists

SAMSUNG MAESTROS ACADEMY

TitleSAMSUNG MAESTROS ACADEMY
BrandSAMSUNG ELECTRONICS ITALY
Product/ServiceSAMSUNG CONSUMER ELECTRONICS
Category H01. BRANDED TECH (ONLINE)
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

Creative Execution

Samsung Maestros Academy reconnects two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. It’s the first platform where young talents learn the secrets of famed world-class artisans, according to their native language: technologies. The online conservatory offers more than 40 video-lessons, real-time interactive lessons and exclusive training tools. This digital service offers a great training-experience from every smart-device, becoming an invaluable partner for handcrafting masters and for students, innovating the traditional working-routine and offering a different perspective on brand core values and its most innovative products.

With more than 3 million Twitter-users reached, 6 million TV-viewers and 30 million media impressions – on italian market alone-, Maestros became the most extensive source about handcrafting and the best way to connect with the most successful living craftsmen. Almost the 50% of live-lessons participants asked the Maestros to become apprentices, exceeding the available positions by 300% on average. People shared suggestions about possible new Maestros on Samsung social channels spontaneously, personally endorsing the initiative. Maestros inspired an entire generation to look at handcrafting with new eyes, generating a new attitude towards the brand and its products.

Samsung is a leading technology brand whose marketing approach has always focused on launching products and features, so people can’t connect the brand to its higher “human” mission: “launching people”, accelerating their possibilities in real life. The insight comes from the observation of an Italian paradox: the disappearance of great handcrafting excellences of “Made in Italy” and the fact that digital natives are yearning for new opportunities to discover and express their potential fighting against unemployment. This gave us the opportunity of using Samsung technology to connect great handcrafting masters and young talents, teaching ancient crafts in a smarter way and so inspiring the youngests to empower their career. We turned an invaluable tradition in an innovative digital tool, enhancing the consumer awareness on specific products-features as well as the brand relevance and reputation, elevating Samsung brand to a powerful enhancer of people’s talent.