Cannes Lions

The Ostrich

LEO BURNETT CHICAGO, Chicago / SAMSUNG / 2017

Awards:

1 Gold Cannes Lions
2 Silver Cannes Lions
3 Shortlisted Cannes Lions
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

The answer? “Do What You Can’t.”

A concise expression of Samsung’s defy barriers philosophy.

A line that talks to both Samsung’s engineering DNA, and to what their products empower you to do. It’s a line that pays homage to continuing on in the face of adversity. It’s a line that consumers can apply to their own lives. It functions both as summary of the brand’s values and a call to action that brings change to world we know now.

And to launch the thought, we needed a story that could transcend language, culture, and demographics. We needed a story centered around the amazing Samsung innovations that empower dreamers to do something impossible. So, we created the story of a flightless bird, that through sheer determination and inspiration from Samsung, teaches himself how to fly—a perfect metaphor for the brand and the new “Do What you Can’t” line.

Execution

Ostrich was debuted during the Samsung Unpacked event for their new flagship smartphone (March 29). Live streamed across the globe and watched by millions of Samsung fanatics, the film closed the event in spectacular style, immediately creating conversation about the brand, new flagship phone and their new VR headset.

 

Immediately after the show, it was uploaded to YouTube and Facebook to allow others to join the #DoWhatYouCant conversation.

 

The film has run across (17+) key business markets, in cinema (10 markets) and TV media (all 17 TV) and also in OLV and Social.

Outcome

In the first three weeks, the views have reached 20M+ views and counting. The film has charted on Adage’s weekly viral charts twice, making it one of the top ten ads viewed in the world over that time period. Google announced that it is performing above benchmark for long form film, with a 1min 20sec average viewing duration per person--that equates to over 24,000,000 minutes spent watching our little ostrich fly.

And while the exact numbers are still confidential, there are some powerful indications that Ostrich is driving business success for Samsung. On 13 April DJ Koh, chief of Samsung Electronics' mobile, announced that the “initial response to the [global] pre-orders have been better than expected.”, indicating that the viral film is driving people to pre-order early.

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