Italian craftsmanship has long been considered a renowned art form. Now, in a time when younger generations are gravitating to smartphones rather than toolboxes, expertise is only reminiscent of a bygone era. Leo Burnett Milan created an experiential campaign called "Maestros Academy" to launch the next generation of Italian artisans in order to preserve "Made In Italy" excellences using Samsung devices. The program enlisted four world-famous artisans to teach over 40 lessons and host live chat sessions where students could interact and collaborate in real-time.
After participating in Samsung Maestros Academy, many students have been presented with extremely encouraging outcomes. One student developed a smart bike in Giovanni Pelizzoli’s workshop that delivered such innovative design and tangible safety advancements that she was asked to present her creation at Milan Design Week. That’s just one of several success stories that resulted from the program.
Since the project's launch, Maestros Academy has received over one million views on Samsung Italy's Youtube channel, and Facebook posts surrounding the initiative have reached over a whopping 4.5 million users.
Maestros Academy's popularity and overwhelming success has led to a six-week branded series that aired on Discovery Channel Italy.
Agency: Leo Burnett
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones, Cristiano Tonnarelli
Digital Creative Director: Paolo Boccardi
Copywriter: Alice Jasmine Crippa
Art Director: Alessia Casini, Gianluca Ignazzi
Creative Team: Cristina Bissanti, Felipe Iglesias, Alberto Lot, Lia Paganini
Project Manager: Andrea Castiglioni, Francesco Loprete
Producer: Riccardo Biancorosso, Gaia Fusaro
Art Buyer: Giada Cioffi
PR Coordinator: Maria Teresa Genovese
Managing Director: Niccolo Arletti
Brand Leader: Elena Korzhenevich
Account Supervisor: Luca Ruspini
Account Manager: Federica Giacomotti
Technical Director: Gianluca Mori
Production House: Magnolia
