2014 Winners & Shortlists

The Campaign

This year, Samsung wanted people to take part of their Ramadan initiative by simply sharing a short video with a positive Ramadani greeting message. For every message shared a meal will be donated to feed a hungry child on behalf of the participant. So we created a facebook application along with offline kiosks inviting people to share their messages and add it to the chain of videos.

The Brief

The objective was to show that in a spiritual month, like Ramadan, gestures and greetings can go further than money/food/clothes donations. The link between those in need and those donating has gone missing, it became more of a social and religious obligation rather than a deed coming out of one's own will.

Results

People from different age groups sketched their messages and uploaded their videos onto Facebook reaching over 1000 videos to feed over 1000 hungry stomachs. This year Ramadan became about greeting each other, visiting each other more often, spending quality time with others, and not only a social and religious obligation of donating. Through this initiative we truly allowed people to come together to be the hero in feeding children.

Execution

By simply sharing a short video with a positive Ramadani greeting message. For every message shared a meal will be donated to feed a hungry child on behalf of the participant. So we created a facebook application along with offline kiosks inviting people to share their messages and add it to the chain of videos.

The Situation

Most corporations are present during Ramadan hence cluttering all channels whether it's a simple greeting message or a donation incentive linked to sales, however people do not feel part of this good deed but only glorifying the brand itself.

The Strategy

This year Samsung decided to ask people to donate emotions and not Money. Samsung wanted to bring those in need and the people closer, by handing the 'Mic' to the people to allow them to send their greeting, good wills and emotion onto those in need. In return Samsung would donate food on behalf of those sending out their greetings.