The Cannes Lions International Festival of Creativity was recently held at Cannes in France from June 17 to June 24. This is a global event for those working in the creative communications, advertising and related fields. The event drew the world’s leading creatives from the advertising, marketing, film, fashion and technology industries are recognised for their innovative creations. One of the awardees is Samsung Electronics who received numerous accolades for its ‘Ostrich’ commercial which was the lead commercial for the Galaxy S8.
The Ostrich ad performed very well just as the Galaxy S8 it was meant to promote is doing extremely well in the market. In all, the advert clinched seven prestigious Lions Awards for its creative excellence. Three of the awards were gold awards while it also raked in two silver and two bronze awards. The tech giant also bagged Samsung Electronics’ creative efforts received top marks for its Galaxy S8 flagship ad, ‘Ostrich’, which took home three gold awards, as well as two silver and two bronze. Samsung collected the golden hat-trick under the film craft category for best direction, animation, and visual effects.
The ‘Ostrich’ commercial is all about an Ostrich who mistakenly got entangled with a Samsung Gear VR headset while scooping food from a table. The Ostrich learnt to fly while donning the Gear VR headset using the virtual flight simulator showing on the VR. The commercial ends with the hashtag #DoWhatYouCant which is a demonstration of the company’s commitment to providing products and services that allow people to break boundaries and do the incredible campaign. It is also a reminder of the basic human urge to push beyond what is the norm. You can what the award-winning short TV commercial from below.
A Brand Evolution
The "Ostrich" ad was a well-received one, which is as a result of the company's drive to shift the focus of the Galaxy brand from product and engineering prowess to one focused on providing human benefits for everyday people. This transition was made possible through careful planning by a team of specialists who first consolidate the brand image before later exploring creative campaign themes focused on people and not products. Samsung extensively discussed the evolution of its strategy to humanise the brand during the festival with Pio Schunker, Senior VP of Global Brand Marketing Group, Mobile Communications Business at Samsung Electronics(Pictured second to right below) coming on stage at the Lumiere Theatre to discuss the company's strategy.
Atelier Samsung: A Creative Hotspot
The Cannes Lion festival also presented an opportunity for Samsung to showcase its latest gadgets and it did exhibit the Galaxy S8, Gear VR, the Tizen-running Gear 360 and various VR contents at Atelier Samsung. Visitors to Samsung Atelier experience virtual reality with the Gear VR and also had a feel of all the available innovative products.