Cannes Lions

The Anthem

LEO BURNETT SYDNEY, Sydney / SAMSUNG / 2017

Case Film
Film
Case Film

Overview

Entries

Credits

Overview

Description

As a demonstration of global unity, no event is more powerful than the Olympic Games. It is a chance for each of us to embrace our shared humanity and the progress that comes when the world comes together.

As nations gathered for the Rio 2016 Olympic Games, Samsung celebrated this moment of harmony with 'The Anthem’ – a song written for the occasion that brings together uplifting lyrics from different national anthems. With each lyric being sung by people from different nations, ‘The Anthem’ salutes those who dare to defy barriers be they borders, culture, language or even world records. It is a reflection of the Samsung brand and its ambition to unite the world through technology and borderless communication. It is a message that resonates strongly with the aspirations of our core Millennial target.

Samsung. Proud sponsor of a world without barriers.

Execution

The international Anthem was launched online via Samsung social channels prior to the start of the Rio Olympics 2016. Country-specific edits were made for television broadcast during the Opening Ceremony of the Rio Olympics, including Brazil, USA, Italy and Australia.

The international Anthem ran in broadcast all around the world throughout the duration of the games and it keeps getting more and more views online until today, although the games are long gone and over.

Outcome

The results to date have been spectacular:

"Anthem" has achieved over 60 million views across social platforms (29.6 million on YouTube alone) and was the leader of the pack of all branded communications for the Rio Olympics. (According to Tubular Labs' numbers, Olympic videos on YouTube average 17,692 views.) 

Among those most clearly expressing this view are the young, and they responded most strongly to the Anthem. It was something they could share that reflected what is, literally, their world view. The anthem also grabbed attention by concentrating on nations rather than just sport and sportspeople – it was a reminder to everyone that this was their moment, as individuals, to come together and celebrate our shared humanity and the connections technology is helping to form.

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