Cheil China launches Samsung’s new corprate branding campaign: guard and build your dreams
Cheil China has launched a new CSR campaign for Samsung China which unveils the company’s long term directive and philosophy in contributing to society, as well as building a strong brand emotion with consumers. The campaign uses a documentary film style to demonstrate Samsung’s long standing commitment to Chinese charities.
“Samsung has been the anonymous hero behind many charity projects in China. It is both their excitement and challenge to showcase what they have been doing for the public. The brief was to solve how to merge Samsung’s work with social issues and present this to the public in an appealing way. Eventually, after numerous discussions and brainstorming sessions, we decided to go back to go the simple way, which is to let the truth speak for itself.”
One of the two TVC’s “The Boy Who Walks Upside Down” depicts a young boy who walks to school everyday on his hands due to his inability to use his legs. After Samsung’s help, he is now able to have a wheelchair to go to school which he could not afford before.
The second TVC shows a girl with a cataract with limited vision. The scenes are shown through blurred lens which is meant to give the viewer a feeling of what it could feel like. The inspiring message is that this girl who received an operation, later became one of the torch bearers at the 2008 Summer Olympic Games in China.