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Leo Burnett Jordan and Samsung Middle East Launch Future Innovation Academy

Advertising Agency
Singapore, Singapore
The Samsung Youngsters Academy aims to help children to learn more about thinking about technology and problem-solving
Global innovations brand Samsung wanted to tap into the next generation of creative thinkers early – very, very early.

Working with Leo Burnett Jordan, Samsung Middle East and North Africa Headquarter decided the best way to support the innovators of tomorrow and share its brand philosophy was to invite young children to engage with Samsung technology in a supportive, creative space.

Kids know intuitively what technology can do for them. But by opening the door a little further and showing participants how technology works and what they can do to enrich it, Samsung hopes to help shape the next generation of innovators.

Working under the umbrella of Samsung’s Youngsters Academy, the new initiative platform has a single purpose: to invite children to learn more about Samsung’s philosophy and way of thinking about technology and problem-solving. 
Youngsters Academy offers a range of programs for intellectually curious kids with a passion for technology. Samsung products are at the core of every session, as children are invited to explore technology and problem-solving through Samsung’s eyes. 

Youngsters Academy programs will initially fun in Morocco, Jordan, Iran, Turkey, UAE, Egypt and Lebanon with hopes to expand into other markets. Sessions are hosted inside Samsung showrooms, which offers a dual experience where kids can learn through creative play, and parents – the main sales target – can take a closer look at Samsung products and the science behind them.

This is a new kind of customer journey for Samsung that offers a more personal connection to the brand and serves the innovation-led, technology-focused philosophy. Kids who love science and are obsessed with taking things apart and making them better grow into adults who create, build and innovate. 

The story is told through the eyes of an underprivileged, compassionate young boy with a strong sense of imagination and curiosity, driven by a need to explore what is around him. As we see him innovate through his surroundings, we then find that his innovation and intuition is in fact fuelled by a friendship; a binding bond with his friend who is wheelchair bound. The story showcases the human aspect of technology and its contribution to innovation and basic quality of life.   
Agency / Creative
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