The Cannes Lions International Festival of Creativity has named the 2016 Creative Marketer of the Year recipient as Samsung Electronics.
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.”
Last year, Samsung took home an awards haul of 27 Lions and over the history of the Festival has totalled 74 Lions for work that has come from 17 countries.
“This award exists to recognize 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.”
Samsung has recognized the impact its technology has on the lives of consumers and 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. This philosophy of “Meaningful Progress to Enrich Consumers” Lives’ has been brought to life in many creative campaigns around the globe, with Lion-winning work 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.
Samsung’s “Look at Me’ campaign, planned and executed by Cheil Worldwide, took five Lions in 2015 and demonstrated its customer-centric strategy by creating a mobile app that helps autistic children better interact with other people. After eight weeks of testing, it showed that 60% of the tested children with autism had improvement 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,” said Younghee Lee, executive VP 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.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More