"Launching a new generation of Italian artisans."
Despite growing unemployment, thousands of positions in handcrafting remain vacant. Young Italians are not fascinated by ancient crafts anymore, focusing their interest on technology.
Our idea was to make this heritage cool again and accelerate people possibilities.
Samsung creates a huge value for young people in Italy, giving its own solution for a big social issue.
At the same time, beautiful stories and beautiful knowledge are now preserved forever.
With this project we won a global pitch against more than 80 Cheil and Leo Burnett offices, and we started to experience distant learning, today so relevant in the Covid world.
The results
Samsung Maestros Academy generated a great conversation on newspapers, social media and TV-programs, with more than 6 million TV-viewers, 1 million Youtube-views in few days, 4.5 million FB-users reached and 30 million media impressions - in Italy alone - becoming a big topic even in universities including “Bocconi University”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor Vergata” and even by Fashion Institute of Technology in New York.
Samsung Maestros Academy generated a great conversation on newspapers, social media and TV-programs, with more than 6 million TV-viewers, 1 million Youtube-views in few days, 4.5 million FB-users reached and 30 million media impressions - in Italy alone - becoming a big topic even in universities including “Bocconi University”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor Vergata” and even by Fashion Institute of Technology in New York.
Thanks to an extensive network of touchpoints, people learned ancient crafts through every smart-device, empowering consumer-awareness on product-features and brand reputation.
Agency: Leo Burnett Milan
Digital Creative Director: Paolo Boccardi
Awards:
Cannes Lions 2014
GOLD Lion PR
BRONZE Lion PROMO&ACTIVATION
BRONZE Lion DIRECT
Clio 1 bronze Content&Contact 2014
Clio 1 Shortlist Branded & Entertainment 2014
Sharks Kinsale 1 gold Media
Sharks Kinsale 1 gold Design
Sharks Kinsale 1 bronze Integrated
