Samsung Electronics 'Samsung Impulse' Campaign Wins Gold Award
Cheil Worldwide announced on the 24th that it won a total of five main awards, including one Gold, one Silver, and three Bronze, as well as the Young Lions Bronze at the world's most prestigious advertising festival, the 'Cannes Lions International Festival of Creativity 2024,' held in Cannes, France.
First, Cheil Worldwide's Spain office received three awards, including the Gold in the Design category, for the 'SAMSUNG IMPULSE' campaign conducted with Samsung Electronics.
The Impulse campaign is a project that developed an AI-based application to assist communication for people with speech disorders such as stuttering. This app, downloadable on Android-based smartphones and the wearable device 'Galaxy Watch6,' provides customized vibrations according to the user's speech characteristics. It helps users recognize their vocal rhythm and reduce stuttering. The app offers various practice modes to train intonation and pitch, and its functionality improves as users continue to use it through AI technology.
The 'Try Galaxy Fold Experience' campaign, conducted by Samsung Electronics and Cheil Worldwide headquarters, won a Bronze in the Direct category. The campaign targeted iPhone users considering switching to Galaxy smartphones by synchronizing two iPhones to provide an experience similar to using a Galaxy Z Fold, allowing users to indirectly experience its various features.
Samsung Electronics' 'The Art of Hack' campaign also won a Bronze. Inspired by the fact that Samsung's lifestyle TV 'The Frame' displays artwork on the screen in standby mode, allowing it to be used like a picture frame, the campaign utilized Spain's tax system to sell the electronic product as an artwork, thereby applying a lower tax rate.
Additionally, Cheil Worldwide won a Bronze in the Media category at the 'Young Lions Competitions,' where young advertisers under 30 compete.
Meanwhile, the 71st Cannes Lions took place in Cannes, France, from June 17 to 21 (local time) this year. Approximately 26,000 works from over 110 countries worldwide competed across 30 categories at this year's Cannes Lions.
Samsung Electronics and Cheil Worldwide employees, who won the Gold Award in the Design category for the Samsung Impulse campaign at the Cannes Lions Awards, are taking a commemorative photo with the jury president (first on the right). [Photo by Cheil Worldwide]
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