Title	SAMSUNG MAESTROS ACADEMY
Brand	SAMSUNG ELECTRONICS ITALY
Product/Service	SAMSUNG 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

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.