Cannes Lions
CHEIL WORLDWIDE, Gurgaon / SAMSUNG / 2017
Overview
Entries
Credits
Description
200,000 students of 345 Navodaya Vidyalayas were asked to submit a synopsis of their journey from childhood to life after Samsung Smart Class. 3186 students responded.
These stories were then put through a systematic evaluation and approval process. The parameters used were the same that Indians apply while appreciating stories. Emotion, empathy, awe and aspiration.
This left us with a shortlist of 10 stories. An expert panel comprising of veterans like Ranjivjit Singh, Asim Warsi, Trivikram Thakore and Shashank Chaturvedi spent hours debating and dissecting the material. And finally chose the most inspirational true story of them all - Sadanand Ugale's.
Execution
200,000 students of 345 Navodaya Vidyalayas were asked to submit a synopsis of their journey from childhood to life after Samsung Smart Class. 3186 students responded.
These stories were then put through a systematic evaluation and approval process. The parameters used were the same that Indians apply while appreciating stories. Emotion, empathy, awe and aspiration.
This left us with a shortlist of 10 stories. An expert panel comprising of veterans like Ranjivjit Singh, Asim Warsi, Trivikram Thakore and Shashank Chaturvedi spent hours debating and dissecting the material. And finally chose the most inspirational true story of them all - Sadanand Ugale's.
Outcome
• The real emotions of the film helped it get more than 35 million views
• Making it the second most viewed video by a brand in India
• Sadanand Ugale also managed to get more sponsorships because of the spotlight; enough for a foreign education
• Samsung jumped from number 16 to become the 2nd most trusted brand of India thanks to the goodwill generated by this exercise
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