The Romanian recent history was shaped by the communist regime: a background that sanctifies the social norm and draws strict behavioral patterns. Just as smartphones change generations, so do people. The children of the revolution are now the parents of the next generation: the shapers of the future – and Samsung Galaxy Note’s target audience: young parents, educated, urban, up to speed. But how can they encourage a forward-thinking, experimental approach in their young, if themselves have been confined within a mentality that labels creativity and freedom of expression unprofitable, politically subversive, the key to failure?

Can Note 3 change the mentality from NORM to CREATIVITY, while speaking about the education of the nation? We created the “Manifesto for Creativity”: a social statement proving that, paradoxically, their own generation’s creative thinkers are today’s top of society. We gathered video testimonials from 40 influencing figures, who shared voluntarily their experiences and tips for encouraging creativity in the young. And if there was any doubt left in the skeptical parents’ minds, we had one more solution, to let them be convinced by someone they actually listen to: their own children.

Therefore, step two was about proving the power of imagination: children were invited to draw the perfect toy, while designers brought them to life, in plush – the evidence that whatever you can dream of, you can make and achieve. Samsung Note 3 positioned itself as a Creativity activist that helps reshape the nation’s psyche.

In a dedicated YouTube channel, we poured stories from 36 top creative influencers, talking about the criticism received in their youth and what to avoid in raising children. The content was spilled into social media and press joined the conversation. A petition was sent to the government, that already triggered a positive response: the authorities are opened to discuss next steps and implement creativity workshops in schools.

Once we got people talking, we turned to those who really matter: kindergarten children were encouraged to draw their perfect toy, while designers brought them to life, proving that imagination can become reality.

With 100% positive articles, our campaign changed for good creativity’s bad karma from communist times, enjoyed a 24% increase in social engagement, while the nation spent 261,500 minutes on the brand’s platform, preaching for creativity. Also, the sales increased with more than 51% compared to the same period of the previous year.

Those are the national research results, post-campaign: among young parents, at national level, 89% stated that the campaign helped them realize the importance of creativity in children’s education, 93% would recommend the campaign, 89% would recommend the product and 66% purchased or intend to purchase the product.