Samsung - "Maestros Academy"

Leo Burnett Milan

Leo Burnett Milan Milano, Italy

Awards

17103

Brand: Samsung
Country: Italy

Advertiser: Samsung

Title	Maestros Academy
Agency	Leo Burnett Milan
Campaign	Maestros Academy
Advertiser	Samsung
Brand	Samsung
Posted	May 2014
Business Sector	Mobile Telephones & tablets
Tagline	Maestros Academy
Story	Italian craftsmanship has long been considered a renowned art form. Now, in a time when younger generations are gravitating to smartphones rather than toolboxes, expertise is only reminiscent of a bygone era. Leo Burnett Milan created an experiential campaign called "Maestros Academy" to launch the next generation of Italian artisans in order to preserve "Made In Italy" excellences using Samsung devices. The program enlisted four world-famous artisans to teach over 40 lessons and host live chat sessions where students could interact and collaborate in real-time. After participating in Samsung Maestros Academy, many students have been presented with extremely encouraging outcomes. One student developed a smart bike in Giovanni Pelizzoli’s workshop that delivered such innovative design and tangible safety advancements that she was asked to present her creation at Milan Design Week. That’s just one of several success stories that resulted from the program. Since the project's launch, Maestros Academy has received over one million views on Samsung Italy's Youtube channel, and Facebook posts surrounding the initiative have reached over a whopping 4.5 million users. Maestros Academy's popularity and overwhelming success has led to a six-week branded series that aired on Discovery Channel Italy.
Media Type	Case Study
Length	120 seconds
Agency	Leo Burnett Milan
Executive Creative Director	Alessandro Antonini
Executive Creative Director	Francesco Bozza
Creative Director	Christopher Jones
Creative Director	Cristiano Tonnarelli
Digital Creative Director	Paolo Boccardi
Copywriter	Alice Jasmine Crippa
Art Director	Alessia Casini
Art Director	Gianluca Ignazzi
Creative Team	Cristina Bissanti
Creative Team	Felipe Iglesias
Creative Team	Alberto Lot
Creative Team	Lia Paganini
Project Manager	Andrea Castiglioni
Project Manager	Francesco Loprete
Producer	Riccardo Biancorosso
Producer	Gaia Fusaro
Art Buyer	Giada Cioffi
PR Coordinator	Maria Teresa Genovese
Managing Director	Niccolo Arletti
Brand Leader	Elena Korzhenevich
Account Supervisor	Luca Ruspini
Account Manager	Federica Giacomotti
Technical Director	Gianluca Mori
Production House	Magnolia