SAMSUNG MAESTROS ACADEMY
A digital platform to forge the next artisans generation.
Digital/Activation/Content/PR/Direct
SAMSUNG MAESTROS ACADEMY
A digital platform to forge the next artisans generation.
Digital/Activation/Content/PR/Direct
Finding brilliant ideas,
relevant in culture,
to solve business problems.
VASELINE
TRANSITION BODY LOTION
The first clinically tested body lotion
for Transgender women.
Thailand has one of the largest transgender populations in the world, yet discrimination limits access to education and employment, with little support from authorities or companies. During transition, the skin undergoes critical changes, but medical guidance on skincare is often lacking.
Vaseline aims to provide healthy skin for all. When inclusivity is missing from government agendas, it can start in one of the most visible places: the supermarket shelf.
IKEA
INSTRUCTIONS FOR ALIENS
The first IKEA instructions that are impossible to understand (maybe not really the first one).
The brief was an evergreen one: place IKEA at the center of culture and media conversation, while maintaining the brand's typically light-hearted tone of voice.
Easy, when you have Aliens moving to our planet.
THY LAB
THIEVES. AN AUCTION OF STOLEN INVISIBLE ART.
How can a small, resource-constrained art space stand out during
Art Basel HK 2024? Easy, stealing famous artworks all over the world: the invisible ones. Easy to steal, easy to sell during a special auction.
Our victims? Andy Warhol, Yves Klein, Tom Friedman, Maurizio Cattelan, James Lee Byars, Rubén Gutiérrez, Salvatore Garau, Ying Bo.
Issue 230
HEINEKEN AUDITORIUM
Why make ads when you can make a fake classical concert?
As people grow, they tend to forget the importance of the moments that bring them joy and make them feel alive. Like the beer moment with friends, it becomes less frequent as we grow older.
To remind it to the Heineken audience, we created a real-life brand experience. Because some beer moments can be epic and remembered forever. Like this one, still remembered by many, in our industry and beyond.
SAMSUNG
MAESTROS ACADEMY
Launching a new generation of Italian artisans.
Amid rising unemployment in Italy, numerous handicraft jobs remain unfilled as young Italians increasingly turn their attention to technology rather than traditional crafts. Our goal is to breathe new life into this heritage and broaden opportunities for individuals. Samsung has made a meaningful impact by addressing this pressing social challenge for the youth of Italy. Additionally, we have ensured that captivating stories and invaluable skills are preserved for future generations.
We won a global pitch against over 80 Cheil and Leo Burnett offices.
FUCECCHIO CITY COUNCIL
LOCAL HEROES
Fucecchio, a charming village in Tuscany, sought ways to attract visitors amid the region's many similar villages. To stand out, we chose to celebrate its unique asset: its residents.
IDI (MSD) PHARMA
CINZIA SKIN FRIEND
Regarding skincare, 31% of Italian women trust online strangers and impostors more easily than they trust real experts. At the onset of the Influencer age, we created a fake tutorial girl to show that it's better to rely on genuine experts for skin care and health topics.
STELLANTIS
THE JEEP SEDAN
As automakers blur their identities— luxury brands making SUVs, and supercars going off-road — Jeep stands apart.
Jeep invented the SUV category, and the word itself. To reaffirm its DNA, we used April Fool’s Day to launch a fake: the all-new Jeep Sedan.
The post went viral, reaching 1.5 million people in just three hours, proving once again that the most loved brands are those that stay true to themselves.
PINK RIBBON PK
THE PINK BRA
A local solution for a universal problem.
Pakistan has the highest breast cancer rate in Asia, yet many women lack awareness due to cultural taboos. We created a special bra to connect them with both the problem and the solution.
With zero media budget, it gained national and regional coverage and sparked conversation in a country where even mentioning breast cancer was taboo.
AUDI
CHALLANGES ARABIA
Audi built its global equity on sportiness and technology through extreme challenges. But in the Middle East, it was seen only as a distant, premium German brand.
To change that, we launched a digital platform inviting people to imagine new challenges for Audi in the region, promising to make some real. We did three.
The integrated campaign engaged millions and reignited regional love for the brand.
SAMSUNG SMART BIKE
In Italy, bikes are the vehicle with the highest mortality index.
So we created the Samsung Smart Bike—the first safety bike connected to a Samsung device, protecting riders through smart technology.
Born from the Samsung Maestros Academy, it was shortlisted for the Innovation Lions and is now archived at MoMA New York, and produced by Italjet. A bold idea that turned innovation into real, human value.
VIDEO CONTENT
MERAAS CITY WALK, Emirates NBD, Pringles, OronaminC, Pocari Sweat, DUBAI STORE, DUBAI EXPO 2020
HEINEKEN INTEGRATED
IKEA
CO-WORKER FOR A DAY
A funny play on a fashion fail.
How can you demonstrate that with the IKEA app, you have everything you need? During the busy sales season, the “Co-worker for a Day” campaign turned customers in yellow shirts—like staff—into helpful guides. They used the IKEA app to assist fellow shoppers, and in return, they got gift vouchers for every sale they made.