Samsung China launches new campaign aimed at showing their contribution to society

Creative Agency Cheil China has recently completed a new campaign for Samsung China which shows the company’s charity work in China.

The campaign uses a documentary film style to demonstrate Samsung’s involvement with Chinese charities, as well as attempting to build brand emotion with consumers through heartfelt stories of helping children with disabilities and blindness.

“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,” said Yuming Fu associate executive creative Director of Cheil China, in a statement.

“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.”

The first ad shows a young boy who can not walk but uses his hands to get to school receiving a wheelchair while the second a young girl suffering from cataracts tells the story through blurred effects on the lens.

This series of TVCs will be broadcasted on Youku and other broadcasting channels such as social media and there will also be print EDM, below-the-line activities.

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