Creators Wanted
Samsung
Issue 43 | June 2017
Agency
Leo Burnett Sydney
Creative Team
Executive Creative Directors Grant McAloon, Vince Lagana Creative Directors Malcolm Caldwell, Ian Broekhuizen Creative Group Heads Adrian Ely, Nigel Clark Art Director Ian Broekhuizen Copywriter Malcom Caldwell
Production Team
Executive Producer Renata Barbosa Senior Integrated Producer Chris Summers Production Company The Woolshed Client Service Director Amanda Quested Group Head Rebecca Morton Planning Director Emily Taylor Senior Strategist Annabel Jenkins Business Director Natasha Floyer
Other Credits
Starcom MediaVest Group Senior Digital Manger Scott Glitz Digital Planner Nicola Yuille Strategist Elaine Quirke Edelman PR Account Director Samantha Vogts Account Executive Alex Garner
Date
November 2016
Background
As part of its partnership with Questacon (The National Science & Technology Centre) Samsung wanted to raise awareness and consideration of science, technology, engineering and maths subjects (S.T.E.M.) amongst young Australians aged 15 to 18. Already, thanks to increased automation, the job market had become very different to how it had been just ten years earlier yet parents and teachers weren't encouraging children to learn the skills that would future-proof their careers.
While 70% of the fastest growing occupations required S.T.E.M. skills, participation in S.T.E.M. subjects remained flat. A key barrier to uptake was the intangible nature of the job opportunities which might exist in the future.
Idea
Creators Wanted invited students to help create products today that sounded like they came from the future. Products, that if they existed, would need the skills and knowledge of the S.T.E.M. subjects to be brought to life.
Videos were created such as a self-retrieving rugby ball being demonstrated by Australian Rugby Sevens player Charlotte Caslick and a 3D printer printing out edible cones of pastry balls and caramel for Masterchef finalist Reynold Poernomo.
A third film featured Showpo founder Jane Lu unveiling a dress that changes colour at the tap of a finger on an iPad.
Plausible. But not here yet.
The end title read: Help make the dress that changes colour a reality. Study science, technology, engineering, maths.
Results
25 million views of the films so far, over 21 million of those organically achieved and unpaid for.
Nearly 50 million media impressions with no paid media.
Our Thoughts
Samsung is running what I think is its first ever brand commercial. 'Ostrich' has been tipped by several creative directors for a Film Gold at Cannes.
Much as I enjoy the film, I can't help thinking that there is more of the Samsung brand to be found in this initiative. It is a plea to youngsters to become makers and shakers through applied science and technology. The implicit message is that creativity and tech go hand in hand with each other and if Samsung can end up owning that particular territory, then Apple beware.