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Latino Athletes Star in New Samsung Campaign from Leo Burnett Tailor Made

Leo Burnett Latin America, 6 months, 3 weeks ago

To the tune of 'I'll Be There' by the Jackson 5, spots show Samsung helping athletes overcome diverse challenges

Latino Athletes Star in New Samsung Campaign from Leo Burnett Tailor Made

Samsung called on Latino athletes, symbols of perseverance the world over, to show how their devices are present even at those most difficult moments. Bia and Branca (from Brazil’s synchronized swimming team), Sebastian Keitel (Chile - track & field), Diego Rosati (Argentina - judo), Claudia Rivero (Peru - badminton), Enrique Esqueda (Mexico - soccer), Irving Saladino (Panama - long jump) and Mabel Mosquera (Colombia - weight lifting) are the inspiring characters.

With the tagline "Samsung is with you, whatever your challenge," the campaign consists of the films "I'll Be There", that boasts an unreleased version of the Jackson 5 song, produced exclusively for the occasion; and "Point of View", in which Samsung’s own products narrate the scenes, showing that they are there from the most unpretentious moments to the most important ones.

"The products that star in the film, along with the athletes, were specially selected for their premium features and for really connecting people with what they love most," says Roman Cepeda, marketing director for Samsung Latin America. "Samsung is proud of its history of supporting sports and this initiative unites us to one of Latin Americans’ passions."

LBTM also created five 15-second short films centered on the products. Each one highlights a feature similar to one of the athletes’ skills, such as TV or notebook connectivity and the twins Bia and Branca Feres.

The campaign is based on Social Media strategy and counts with POS material, street furniture, ads and a landing page that invites Internet users to lend tribute to someone who is always there when for them. Besides Brazil, the media plan involves Argentina, Bolivia, Chile, Colombia, Costa Rica, Cuba, El Salvador, Ecuador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, The Caribbean, Uruguay and Venezuela.


Advertiser: Samsung

Creative Agency

Creative Director: Marcio Juniot,Pedro Utzeri, Marcelo Bruzzesi, (General)Marcelo Reis

Copywriter: Henrique Zirpoli

Art Director: Ivan Loos, André Sakai

Media Planner: Mauricio Cruz, Jean Parra and Nicolas Kim

Planner: Gilberto Giustina, Amanda Felício, Gustavo Zilles,

Media Planners: Fernando Sales, Heloisa Goldman, Leandro Fujita,

Planners: Jad Fayad, Luciana Colnaghi, Fabio Turini

Category: It, phones, Av and computers , Smart watch

Genre: People , Storytelling