Samsung Maestros Academy

GOLD LION – PR
BRONZE LION – PROMO&ACTIVATION
BRONZE LION – DIRECT
@ CANNES LIONS 2014

ISSUE: In Italy, despite growing unemployment, thousands of positions in handcrafting remain vacant. Young Italians are not fascinated by ancient crafts anymore, focusing their interest on technology. That’s how the tradition of “Made in Italy” started to quickly fade away.

IDEA: Samsung Maestros Academy, the first digital “Conservatory” where young talents can learn the secrets of world-famous craftsmen and craftswomen through cutting-edge technology.
The creme of the Italian handcrafting tradition was featured throughout 40 video-tutorials, live-interactive classes and a 12-episodes TV-series on Discovery Channel Italy.

RESULTS: With over 30 million media impressions in Italy alone and many students’ success stories, Maestros is generating conversation even in Universities, providing solid opportunity for younger generations and inspiring them to preserve and innovate the most precious Italian heritage.

  • Agency: Leo Burnett Milan
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  • Team: Francesco Bozza, Christopher Jones, Paolo Boccardi, Gianluca Ignazzi
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