The Cannes Lions International Festival of Creativity has decided to name Samsung Electronics as the 2016 Creative Marketer of the Year.
Just in 2015 Samsung took home 27 Lions and over the history of the Festival have totalled 74 Lions for work comming from 17 countries.
Terry Savage, Chairman, Lions Festivals, said, “When you look at Samsung’s wins at Cannes Lions, even just last year, what strikes you is the diversity of Lions that they are taking home through their overarching commitment to creativity. They’re excelling across the board, including in areas such as healthcare communications, craft and branded content, as well as picking up a Titanium Lion.”
Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics, will be presented with the Creative Marketer of the Year Lion on behalf of the Korean multinational during the final Cannes Lions Awards Ceremony on Saturday 25th June.
This announcement comes on the heels of that of Marcello Sherpa as the creative professional who has been bestowed the Lion of St. Mark this year and the election of Founder and CEO of VICE, Shane Smith as Media Person of the Year.
Meaningful progress that makes a difference on people’s lives
Samsung has been smart enough to recognise the impact its technology has on the lives of consumers. Therefore, the company shifted its marketing approach to a more consumer-centric strategy, which focuses on how its products and technologies can create meaning in the lives of consumers.
“At Samsung, we know our products are about experiences – making life easier for consumers around the world. And we wanted our brand to reflect that vision and honour our heritage of meaningful innovation and defying barriers,” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “We believe our creative and bold approach to marketing captures that spirit in a unique and creative way.”
Approach that makes a difference with consumers and creative awards
The ‘Meaningful progress to enrich Consumers’ lives’ approach has been incarnated in many creative campaigns around the globe.
Many of them Lion-winning works, including ‘Oscar Selfie’, ‘Every Day is Day One’, for the World Surfing League partnership, and the ‘Safety Truck’ campaign, which was awarded a coveted Titanium Lion in 2015.
On the image.- Captions of The safety truck campaign, by Leo Burnett Argentina for Samsung Electronics. To watch the video, click here
Samsung’s ‘Look at Me’ campaign, planned and executed by Cheil Worldwide, took five Lions in 2015 and demonstrated their customer-centric strategy by creating a mobile app that helps autistic children better interact with other people. After 8 weeks of testing, it showed that 60% of the tested children with autism had improvement in making eye contact and reading facial expressions.
On the image.- Captions of the Look at me campaign by Cheil Worldwide for Samsung Electronics. To watch the videdo click here . To know more about the project, click here
“This award exists to recognise brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually,” continued Savage. “They inspire the innovative marketing of their products across multiple platforms, as well as embracing and encouraging its agencies to keep creativity at the heart of their brand communications.”
Image over the headline.- © Cannes Lions.
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