Samsung eMotion Project/Leo Burnett Italy


samsung emotion project

The aim of eMotion Project is to help hospitalized children to face recovery in a whole new way, bringing the light-heartedness typical of childhood back into their lives.
With the collaboration of Samsung Italia, the potential of Samsung Gear VR has been put at the disposal of the pediatric department of Santa Maria Goretti hospital in Latina, to offer little patients an unforgettable visit to “Movieland”, near Lake Garda.
The experience proved to be a valuable way of providing genuine emotional support, turning around not only the mood of the little patients, but also their whole approach to recovery.


Learn more about Samsung Gear VR at


Agency: Leo Burnett
Executive Creative Director: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones
Copywriter: Nicoletta Zanterino
Art Director: Alessandro Polia
Creative team: Alice Jasmine Crippa, Federica Rebuzzini
Social Media Manager: Raffaella Ramondetti
Project Manager: Andrea Castiglioni
Managing Director: Niccolò Arletti
Account Director: Viktoria Ovtcharenko
Account Manager: Federica Giacomotti
Producer: Isabella Guazzone
Regista: Claudio Gallinella
Casa di produzione: Bedeschi Film


Samsung Maestros Academy – The Future of Made in Italy with Samsung and Leo Burnett

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. With the help of Leo Burnett Milan, Samsung created the first-ever digital conservatory called Maestros Academy to foster the next generation of Italian artisans in order to preserve “Made In Italy” excellences. 


To bring to life the Samsung strategic role of “enabler” in people’s life, we looked at the current social situation in Italy: the disappearance of great handcrafting excellences which once brought Italy to greatness. At the same time, unemployment rate among young people is dramatically growing and younger generations are yearning for new opportunities to discover and express their potential and talent. Our idea aims to deal with this Italian paradox, reconnecting two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We want to demonstrate the great results that people and technology can achieve together.



For this reason we created Samsung Maestros Academy: the first digital and integrated platform where young talents can learn the secrets of “Made in Italy” masters, through every kind of smart-device, inspiring the youngest to preserve and innovate the greatest Italian heritage.


The idea of Samsung Maestros Academy was spread on digital channels (FB, Italian newspapers’ and lifestyle magazines websites, Confartigianato’s channels, LinkedIn, Twitter) to join the primary target of the initiative, digital natives, and drive them to the main platform, accessible from every consumer’s electronic device, such as smartphone, tablets, laptops and Smart-TV. The engagement platform consist in more than 40 video-lessons, full of invaluable ancient secrets, in-depth materials and live-interactive lessons, featured even on outdoor and digital-billboards in the major Italian squares, such as Duomo Square in Milan. A technology-enabled connection between two generations, that inspired Discovery Italia channels to produce a 12 episodes TV-series, telling our students’ best success, spread even thanks to Online and mobile TV channels platforms (,, Discovery Italia digital platform). The project gained spontaneous echo on national newspapers, magazine and Tv-programs (Piazza Pulita) generating conversation even in the major Italian University.


Samsung Maestros Academy generated a great conversation on newspapers, social media and TV-programs, with more than 6 million TV-viewers, 1 million Youtube-views in few days, 4.5 million FB-users reached and 30 million media impressions -in Italy alone- becoming a big topic even in universities including “Università commerciale Luigi Bocconi”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor Vergata” and even by Fashion Institute of Technology in New York.Thanks to an extensive network of touchpoints people learnt ancient crafts through every smart-device,empowering consumer-awareness on product-features and brand reputation.

During interactive-lessons, users asked very specific questions, proving a remarkable high user-engagement. Almost the 50% of live-lessons participants asked the Maestros to become an apprentice, exceeding the available positions by 300% on average. Maestros’ students produced with great success innovative design-items, inspiring even more young talents to preserve and innovate the greatest Italian heritage. After Maestro Pelizzoli’s course, Alice created a truly innovative bike, showcased with great success during the Milan Design Week event. Marina together with Maestro Siniscalchi tailored a shirt, featured on an important Italian newspaper, triggering even the curiosity of GQ. Anna and Valerio crafted a bag, immediately displayed by the prestigious “Flow” shop in Florence.The results achieved by many other students generated over 30 million media-impressions and reaching 4.5 million FB-users, on Italian market alone.

samsung smart bike C01 – ONLINE DIGITAL (APP)

After few months, a student with her Maestro created Samsung Smart-Bike, the first safe-bicycle that protects the rider with its built-in smart-components, automatically activated through a Samsung smartphone. A responsive “safety-environment” that detects ambient-conditions and protects the driver in real-time. A concrete solution for the problem of bikes being the most “unsafe” way of moving in Italy and a real help to break the young people’s barrier with using appropriate safety-equipment.

The idea was to control a fixed-bike and its built-in smart components with a Samsung smartphone and a dedicated app, allowing the automatic control of four laser-beams, a safety-camera a GPS-tracking system, offering innovative safety-features. The first engineered bike and its paired app were presented to one of the greatest design fairs in the world: the Milan Design Week, with the endorsement of EXPO2015 representative of Urban Mobility capturing the interest of important journalists. Alice’s idea has been taken under consideration for applications according to EXPO scenarios, after being recognized as a big step-forward for urban-safety and sustainability.



La mia S_Bike-01

Advertising Agency: Leo Burnett Italy

Executive Creative Directors: Francesco Bozza, Alessandro Antonini

Creative Director: Christopher Jones, Anna Meneguzzo, Cristiano Tonnarelli

Digital Creative Director: Paolo Boccardi

Copywriter: Alice Jasmine Crippa

Art Director: Alessia Casini, Gianluca Ignazzi

Creative Team: Cristina Bissanti, Felipe Iglesias, Alberto Lot, Lia Paganini

Project Manager: Andrea Castiglioni, Francesco Loprete

Producer: Riccardo Biancorosso, 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

15 Best Olympics Advertising for London 2012

1 – Procter & Gamble – Best Job

Arguably the most memorable Olympics 2012 ad, Procter & Gamble champions mums in this commercial titled ‘Best job’. The tear jerker, created by Wieden + Kennedy Portland, follows four child athletes on their path to the London Olympic Games, supported, cared for and encouraged by their mothers every step of the way.

2 – Nike – Find Your Greatness

Nike does it again. Now famous for its ambush marketing tactics around major global sporting events, the sports apparel giant launched ‘Find your greatness’ in 25 countries yesterday to coincide with the opening ceremony. Cleverly avoiding any mention of London 2012 and the Olympic rings, the ad features places across the world with ‘London’ in their names, along with local everyday athletes enjoying their sports. The ad was created by Nike’s longterm agency partner Wieden + Kennedy.

3 – Coca-Cola – Move to the Beat

Mother London, Mark Ronson and Coca-Cola traveled the world to create a new dance track using the sounds of sport from 5 Olympic hopefuls.

4 – Omega – Star Me Up

A remix of The Rolling Stones’ ‘Start me up’ sets the pace for this commercial with the same title for Omega, the official timekeeper of the Olympics 2012. The ad lingers on the moments right before the start of a race or event, the tension felt by the athletes as they hone their focus for the task ahead.

5 – McDonald’s – Rivals

The Olympic spirit lives within us all. And when gold medals don’t provide enough motivation for greatness, McDonald’s is proud to serve the Happy Meals, Big Macs, and Fries that put everyone in the mood for a little competition.

6 – British Airways – London Calling

British Airways has launched its Olympic advert as anticipation builds ahead of the Games. It features one of BA’s jets strolling through London and showcasing landmarks such as Trafalgar Square and the Palace of Westminster, before taking in the Olympic Stadium in Stratford. Best of all though, it is set to the soundtrack of The Clash’s London Calling

7 – Adidas – What will you take?

Among others, Olympic Games sponsor Adidas created ‘What will you take?’ in support of Team Great Britian in partnership with agency Sid Lee. The colourful advert touches on all aspects of being an Olympian, both good and bad, as it challenges the athletes to take the stage and embrace this fleeting, once-in-a-lifetime opportunity.

8 – Icy Dew – Sixty Percent

Taking a break from the blood, sweat and tears approach, Coca-Cola bottled water brand Icy Dew created this amusing ’60 per cent water’ TVC in partnership with BBH Shanghai ahead of the Games. While this one might not stir the Olympian in you, it will certainly make you chuckle.

9 – Powerade – Power Through

Another Wieden + Kennedy addition, Powerade‘s ‘Power through’ Olympics advert focuses on “the line between breaking point and breaking through”, the extra effort that makes the difference between those athletes that go home with a medal and those that return disappointed. More muscles, more tension and another emotionally charged voice-over, the real stuff of Olympics advertising.

10 – Samsung – Are You Ready?

Cheil Worldwide launched this ‘Are you ready?’ ad for Olympic sponsor Samsung in support of its Galaxy S3 model across 20 countries this week. Olympics ambassador David Beckham signals the start of the event by kicking a ball against a gong in an impressive long-range shot.

11 – Visa- The Difference

Worldwide sponsor Visa has been putting its name to the Olympic Games for 25 years. This ad, titled ‘The difference’, was created by TBWA Chiat Day Los Angeles and narrated by Hollywood legend Morgan Freeman. This is just one in a series of Sepia-coloured ads marking Visa’s quarter century partnership with the Games this year.

12 – National Lottery Funded Athletes – Jenny Meadow Mother’s Story

Inspired by the story of 800 metres runner Jenny Meadows’ mother, our newest TV advert looks at how National Lottery funding helps British athletes achieve their dreams. Extended version. Thanks to TNL players we’re helping over 1,200 British athletes fulfil their dreams at London 2012 and beyond. No-one has contributed more to our athletes than our players.

13 – EDF – Powering The Games

EDF is an official partner of the London 2012 Olympic and Paralympic Games, supplying the Olympic Park with low carbon electricity for a sustainable Olympics to remember.

14 – GlaxoSmithKline – Marlon Devonish

Touching on the ugly side of sport, GlaxoSmithKline features English sprinter Marlon Devonish to promote its provision of anti-doping laboratory services at the Games. Created by TBWA London, the advert takes the viewer inside the athlete’s body to experience the tension and exhilaration as he prepares to run the race of a lifetime.

15 – BP – Fuelling The Future

BP is proud to be the Official Oil and Gas Partner for the London 2012 Olympic and Paralympic Games, as well as a Premier Partner of the Cultural Olympiad.

The Viral Creativity of The Viral Factory

Established in 2001, The Viral Factory is an award-winning digital marketing and media company. To date, their work has generated over a billion views worldwide. They turn brand messaging into cultural currency by creating content that people actively seek out and share with their friends.

This was the first clip they ever made, to launch the company. “We received 300 emails telling us we were sick bastards for blowing up some poor dudes head. We didn’t, it’s fake in case you’re still wondering…”

This is their best works.

1 – AmBX PC Games – GAMES BREAKOUT (2006)

amBX is a new ambient technology being launched to PC gamers in September 2006. The technology is being introduced to this audience first because of the games industries/PC gamers want to evolve and innovate and ultimately improve their gaming experience. The viral was created to promote the launch of the new website and to cause a buzz online within the PC community. The movie has been awesomely successful with PC gamers beginning to take an interest in the amBX technology.
Since its launch (17/03/06 – 24/03/06) the movie has had 179,838 unique views, 26,577 WMV downloads and 4,820 MOV downloads. Gold Lion.

2 – Diesel – DIESEL XXX 30th Birthday Party (2009)

Diesel is celebrating its 30th birthday with a risqué ad that weds a montage of 1980s porn films with cartoon animations. The 120-second film has been dubbed Safe For Work XXX, a play on the commonly used warning tag used on pornographic material NSFW. The clip, created to celebrate the trendy clothing brand’s “Dirty Thirty”, is being seeded online today to promote a series of global parties starting on October 11. Developed by agency the Viral Factory, the viral features clips from a host of 1980s porn films, with animated overlays of people eating corn, playing the maracas, eating a banana and playing a pinball machine to mask the pornographic content.
The aim of the film is to “remind people that Diesel is a brand not to be taken for granted” as well as promote the company’s XXX parties.In the first week the film was viewed over 4 million times and has now achieved over 14 million views. The film has over 25,000 positive comments and generated widespread international press coverage. Gold Lion.

3 – Samsung Omnia – UNBOXING (2009)

Unboxing videos are a fairly new addition to video genres online but are rapidly gaining a place in the popular psyche and not just amongst the techie hard core. They basically tap into a human truth which is that the opening a new toy is often the most exciting thing about owning a new product. We knew that the audience would appreciate an unboxing video that takes things to a whole new level.
The film has been viewed over 4 million times, was No.1 on, achieved widespread press coverage and has a 5 star rating on YouTube. Silver Lion.

4 – Axe Deodorant – RAVENSTOKE (2006)

The Viral Factory were briefed to create a viral film to build on the successful Lynx/Axe advertising campaign, “Spray More, Get More” in a new dimension for the world wide web.
A news reporter goes to Ravenstoke, Alaska to film a most unusual phenomenon. The people of Ravenstoke have resorted to drastic measures to attract more women to their town. They know how scent can attract the opposite sex, so they have sprayed their whole town with Lynx/Axe. Bronze Lion.

5 – Trojan Condoms – TROJAN GAMES (2004)

A viral video “out-take” of an athletics event called the Trojan Games. The client’s brief was to announce the launch of Trojan condoms in the UK. The objective was to create a viral effect among young men and women online. Gold Lion for the campaign.

6 – Samsung Digital Camcorder H205 – MASTER OF BUSINESS CARD THROWING (2010)

Here is a man who plays with the business card all the time.The whole thing was performed for the new Samsung Digital Camcorder H205 launch and it was also filmed by H205. It is like he is throwing a tiny ball or something sharp and the show is absolutely amazing!!! please check this out and enjoy the performance!

7 – Samsung Netbook n310 – COMPUTER IS ALIVE (2009)

Samsung’s successful viral marketing team is back with yet another video. This time they promote N310 laptop that does some interesting things on the trade floor.

8 – Samsung G800 – HOW WE MET (2008)

How we met was created for the launch of the new Samsung G800 mobile phone. Samsung’ objective was to appeal to the so-called ‘YouTube generation’ and create an engaging and entertaining film that would also showcase the new G800 phone’s 5 mega-pixel camera with unique 3x inner optical zoom.
1,622 photos were taken over four days to create a stop animation film of a Stickman and Stickwoman, which were drawn directly on to the skin of the main characters’ bodies in order to illustrate the story of how they met.
With over 9 million views the film has achieved widespread viral success. It was featured on the UK and global YouTube homepage, which is editorially controlled and cannot be brought for promotional purposes. Furthermore the film was awarded 31 Youtube honors, has been favourited 17,444 times and was recently nominated for ‘Most Creative video of 2007’ in the YouTube awards. Silver Lion.

9 – Samsung NV24HD Video Cameras – AMAZING YAWNING LIONS (2008)

10 – Samsung LED Television – EXTREME SHEEP LED ART (2009)

To support the launch of a new range of Samsung flat panel TV’s coming out that use LED’s, The Viral Factory were tasked with making a film that showed the wonder of LED technology.
Shot in Wales, with a cast of local shepherds, their sheepdogs and flocks, the film features 300 sheep wearing LED light up coats, being herded into a series of ever more improbable shapes and pictures. In the first three weeks from launch the film had achieved over 6.5 million views, has a 5 star rating and widespread international press coverage.

11 – Samsung Ultra Edition 2 – MILLIMETRES MATTER (2008)

To build awareness of Samsung’s new Ultra Edition II range of mobile phones, which includes the world’s slimmest phone at just 5.9mm thick, we created a film called Millimetres Matter. The distinctive slimness of the handsets and the smart technology features are captured in the balletic grace and beauty of the natural world under the microscope. The viral illustrates insects up close and personal, whilst playfully including a selection of minute pies and desserts which results in a microscopic pie fight – encapsulating the idea that millimetres really do matter. The film has been viewed over 3.4 million times across various tracked sites and achieved high levels of buzz with over 100 tracked blog posts. Qualitative, survey based, research also revealed that 56% thought the film was impressive and 34% said after viewing the film that they would consider purchasing a Samsung mobile. Shortlist.

12 – Samsung HD 8910 – CAMERA TRICK CHALLENGE (2009)

This clip was shot on an I8910 HD phone, a new camera phone just released by Samsung with an 8 megapixel camera that can actually record and output video in HD format. It was shot in one take, with no post production or special effects of any kind. Everything you see here was done “in-camera”. Our challenge to you is to figure out how we did it. Hint: it’s worth watching in HD…

Here’s the making of the trick video

13 – Samsung Jet – SUPERFAST STUNT (2009)

Were you at London’s Piccadilly Circus on June 22 at 11.47am? Manage to catch a stunt involving a UFO and bungee jumping elephants. The event seems to have completely managed to escape the attention of the world’s media. But it all really happened if we’re to believe a new viral campaign to promote the alleged superfast capabilities of the Samsung Jet phone. A new video posted on YouTube entitled, Superfast Stunt, appears to show hoardes of shoppers milling about in Central London who are taken a back as a Jet branded UFO sweeps into view. Out leap two bungee jumping elephants who bounce back into the aircraft and zip off. It all happens in just a few seconds. Thankfully for Joe Public the action is caught on 52 hidden cameras. For everyone else, they haven’t got a chance of capturing this superfast stunt, unless they own a Samsung Jet Camera, of course. Cue interviews with observers talking about the amazing nature of what they’ve just seen, as if it’s been for real. “It was so quick I did manage to get a photo. I got a photo of the elephants,” says one young woman as she holds her Samsung Jet phone up to the camera….

14 – Qualcomm – BUTTERFLY ATTAK!

Leverage the possibilities offered by social media to create an attention-grabbing, irreverent April Fools Day gag which features Qualcomm innovations, involves actual Qualcomm employees, and lives beyond April 1st.
Create a gag, anchored by a soon-to-be-released Qualcomm product and a distinct character, that begins before April 1st and plays into the speculative nature of social engagement online.
Campaign Overview:
While at The Viral Factory, our team was approached by Qualcomm to create an April Fools Day campaign for 2010. Qualcomm was pleased with 2009’s effort and was looking to create an even larger, deeper, broader gag. With this in mind, our team developed a campaign that began in the days leading up to April Fools Day with the release of two amateur videos showing men being viciously attacked by butterflies. The videos came with no branding, no explanation, and no context. As expected, the social web began to speculate about where these videos came from—the videos were even aired on local news affiliates—and they quickly generated hundreds of thousands of views. On April 1st, Qualcomm released an emergency press conference, accompanied by takeovers of their Facebook and Twitter accounts, continually updating their audience with immensely serious butterfly safety tips and information about Dante Manscup, butterfly wrangler, and his sidekick Terrance the Rabbit. The campaign continued with the release of Qualcomm’s Butterfly Combat Simulator, a shareable facebook application featuring an animated Dante collecting dangerous butterflies in 5 different environments.
The gag consisted of 3 videos, a Twitter and Facebook takeover replete with dozens of posts and new profile copy, and a facebook application; all with Qualcomm’s fanpage serving as the central hub.The campaign accumulated 1.5 million views, over 700 blog posts, over 1,000 tweets, and saw a 25% increase in Qualcomm’s Facebook fans.
– 1.3 million+ views
– 700+ blog posts
– Increased Qualcomm Facebook likes by 25%
– Featured as editorial content on ESPN television
– Named as one of the top April Fool’s jokes of 2010 on,, PCWorld, Huffington Post, Tech Crunch, Tech Digest, Asylum, Daily Finance, and more
– Front page of College Humor and Creativity Online
– Aired and placed on multiple local Fox news affiliates nation-wide
– Facebook & Twitter profiles linked to in majority of blog posts—with recommendations to visit in nearly all
– 850+ tweets
– 3000+ Facebook shares, 800+ Facebook likes