We solicited to do something, albeit completely uncustomary, that can actually matter to the overlooked street children. We approached few street children who are slaving away their childhood in the hopes of surviving just the day. We then found out that none of the children know when are their birthdays let alone celebrate them at all; some of them were not even aware of the concept of birthdays! So we yearned to celebrate the birthdays of 100 street children in Dhaka city, showering them with cakes and gifts and captured those treasured moments. The uploaded video featuring this tremendously heart touching journey and brought tears to everyone’s eyes.

In a country where price is often valued over utility, we realized that building brand love now requires more ingenuity. We targeted an emotion which was universally dominant – love for children. Never before, in Bangladesh, was something like this attempted where the company spent to make someone happy who was not even a target market -this was our innovation.

The video reflected the raw emotions that people feel everyday when they see these children-it was something that the nation could relate to. Eventually, Samsung pulled off the most effective activation addressing a neglected yet crucial social cause of the country.