Title	#OFF4ADAY
Brand	SAMSUNG ELECTRONICS ITALIA SPA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	F01. Integrated Campaign Led by Outdoor
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
PR	BURSON-MARSTELLER Milan, ITALY
PR 2	MERIDIAN COMMUNICATIONS Milan, ITALY
Production	BLOOMPIX Milan, ITALY
Production 2	SEVIAL-MOTION GRAPHIC DESIGN Milan, ITALY
Production 3	SQUEO EDITOR London, UNITED KINGDOM
Additional Company	MOIGE Rome, ITALY

Name	Company	Position
Francesco Bozza / Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Marco Viganò	Leo Burnett Company Srl	Creative Director
Giulia Papetti	Leo Burnett Company Srl	Art Director
Anita Giavoni Merlin	Leo Burnett Company Srl	Copywriter
Aldo Gemma	Leo Burnett Company Srl	Digital Designer
Raffaella Ramondetti	Leo Burnett Company Srl	Social Media & Content Manager
Gaia Fusaro	Leo Burnett Company Srl	Agency Producer

Brief Explanation

Samsung turned off all its media power, like a suicide: Samsung building, all billboards, all the digital billboards and all the newspapers over the Italian territory, all the outdoors, all Samsung devices inside the points of sale, all the Samsung media spaces into italian airports and the radio. Online, Samsung turned off its website homepage, all product banners and all its brand accounts on social networks: Facebook. Instagram, Twitter, Youtube and Linkedin. The campaign has created a strong social interest and millions of people turned off the profile picture of their personal accounts on the social networks, as Samsung did, giving great visibility to the new helpline.