SAMSUNG
Samsung is more than a global technology leader – it’s a brand that believes innovation should create meaningful change. During Ramadan, a month of giving, Samsung turned this belief into action by inspiring a movement of participation.
We created a microsite where users built custom avatars & for every avatar added, Samsung donated one dirham to SOS Children’s Village in Pakistan. As avatars joined hands in an infinite loop, the message was clear: every child deserves a hand to hold. The initiative raised 1.5 million dirhams, proving how small acts can create powerful impact.
We also crafted a touching film about a young cobbler who longs for the childhood he never had. His shadow rises to play with schoolchildren, expressing dreams he cannot fulfill – a reminder that while hope is universal, opportunity is not.
Samsung’s message was simple: Turn on a better tomorrow for a child.
Task
Create a CSR initiative that inspires mass participation during Ramadan. Build a digital ecosystem that allows every individual to contribute meaningfully with no barriers. Produce a film that humanises the cause through a powerful, emotional narrative. Strengthen Samsung’s role as a brand committed to real impact, not symbolic gestures.
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