Cannes Lions

HEARING HANDS

LEO BURNETT ISTANBUL, Istanbul / SAMSUNG / 2015

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

This act was created to launch a service for Samsung. The neighborhood who learned sign language through one month training is not only the social audience but also the actors who take part in the stunt. The feeling of the empathy and the genuineness of this act created a huge social audience. We did not only activate the new service but also we succeeded in creating a change in the behaviors of the society.

Outcome

Video reached 17 million people with 8 million views on Facebook (Facebook, 2015). Campaign got 232 million impressions on Twitter in total and organically became 6th on Trending Topic List of Turkey. Campaign was viewed 32 million times on YouTube with a positive sentiment score of 96% (Somera, 2015).

Many global channels including Times, Independent, Huffington Post, shared the campaign on their websites and social media accounts. The campaign reached the 2nd spot on BuzzFeeds trending videos list (Cohn&Wolfe, 2015).

Most importantly, after the campaign Grand National Assembly of Turkey decided to review three different projects for deaf citizens http://bit.ly/1xuWr8Q).

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