Last year, Samsung took home 27 Lions, making its Lions total reach 74 over the history of the Festival, for work that has come from 17 countries.
“This award exists to recognise brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually,” stated Terry Savage, chairman, Lions Festivals.
“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.”
“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.”
Samsung has done more than observe the impact its technology has on the lives of consumers. It has shifted its marketing approach to a more consumer-centric strategy. Its focus is how Samsung products and technologies can create meaning in the lives of consumers.
This has resulted in Lion-winning work like Oscar Selfie:
Every Day is Day One by 72andSunny, Amsterdam for the World Surfing League:
and the Safety Truck campaign by Leo Burnett / Buenos Aires, which won a Titanium Lion.
Samsung’s Look at Me campaign by Cheil Worldwide won five Lions in 2015. It was a mobile app that helps autistic children better interact with other people. After 8 weeks of testing, 60% of the tested children with autism showed improvements in making eye contact and reading facial expressions.
“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,” commented 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.”
Younghee Lee will receive the award on behalf of Samsung Electronics during the final Cannes Lions Awards Ceremony on Saturday June 25.
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