Category PR
Subcategory Corporate responsibility
Entrant agency Cheil Russia
Client Samsung
Brand Samsung Galaxy S7
Product/service smartphone
Release date 10.03.2017
Advertising agency Cheil Russia
Production agency Red Pepper Film
Associate creative director Mitya Yusov
Digital Creative Lead Dmitry Sherbakov
Art director Alena Klepikova
Copywriter Irina Filina
PRODUCER Tania Chepko
DIRECTOR Ivan Sosnin

Most people live within the constraints that they create by themselves. Samsung, the leading smartphone brand in Russia, stands for innovations that improve people’s lives. The brand creates things that can’t be made so that people can do what they thought can’t be done. Samsung wanted to inspire general public to push beyond their own comfort zone and understand that daily life has much more to offer than they expect. Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.

We told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.

We made a microsite “Over the Horizon”, containing the online-film and the special ‘inner sight’ section enabling users to experience the world through Zhuravlev’s restricted vision. We organized an offline exhibition of Alexander’s photos as well, the gallery space was designed to convey the world as ‘seen’ by the photographer. We installed a VR zone within the exhibition to guide visitors towards a deeper understanding of how he creates his visual images. Besides achieving its primary goal to give the general public a good shake, this initiative also helped raising funds for The White Cane charity fund through sales of Alexander’s images.

700+ mentions in the media portals; 100 000+ posts in social networks; 50+ million people – media coverage Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)