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  • SUB CATEGORY :
    BEST USE OF FILM & INFOMERCIALS
  • COMPANY ENTERING :
    LEO BURNETT, SYDNEY
  • ENTRY TITLE :
    CREATORS WANTED
  • BRAND :
    SAMSUNG
  • ADVERTISER :
    SAMSUNG AUSTRALIA
  • AGENCY :
    LEO BURNETT, SYDNEY
  • GLOBAL CHIEF CREATIVE OFFICER :
    MARK TUTSSEL
  • EXECUTIVE CREATIVE DIRECTOR :
    VINCE LAGANA/GRANT MCALOON
  • GROUP HEAD :
    REBECCA MORTON
  • CREATIVE DIRECTOR :
    ADRIAN ELY/NIGEL CLARK/IAN BROEKHUIZEN/MALCOM CALDWELL
  • COPYWRITER :
    MALCOLM CALDWELL
  • ART DIRECTOR :
    IAN BROEKHUIZEN
  • CLIENT SERVICE DIRECTOR :
    AMANDA QUESTED
  • ACCOUNT DIRECTOR :
    NATASHA FOYER
  • STRATEGIC PLANNING DIRECTOR :
    EMILY TAYLOR
  • STRATEGIC PLANNING MANAGER :
    ANNABEL JENKINS
  • EXECUTIVE PRODUCER :
    RENATA BARBOSA
  • AGENCY PRODUCER :
    CHRIS SUMMERS
  • FILM PRODUCTION COMPANY :
    THE WOOLSHED, MELBOURNE
  • DIRECTOR :
    RICHARD VAUGHAN HUGHES
  • D.O.P/CINEMATOGRAPHER :
    BRAD FRANCIS
  • EXECUTIVE PRODUCER :
    DAVE CHRISTISON
  • VFX SUPERVISOR :
    KELLY SHEERAN
  • THE BRIEF :
    AS PART OF IT’S PARTNERSHIP WITH QUESTACON (THE NATIONAL SCIENCE & TECHNOLOGY CENTRE) SAMSUNG WANTED TO RAISE AWARENESS AND CONSIDERATION OF SCIENCE, TECHNOLOGY, ENGINEERING AND MATHS SUBJECTS (S.T.E.M.) AMONGST 15-18 YO’S AUSTRALIANS. DUE TO AUTOMATION, TODAY’S JOB MARKET IS DIFFERENT TO 10 YEARS AGO, YET PARENTS AND TEACHERS AREN’T ENCOURAGING CHILDREN TO LEARN SKILLS THAT WILL FUTURE PROOF THEIR CAREERS. 70% OF THE FASTEST GROWING OCCUPATIONS REQUIRE S.T.E.M. SKILLS, YET PARTICIPATION IN S.T.E.M. SUBJECTS REMAINED FLAT (2001-2013). A KEY BARRIER TO UPTAKE AMONGST 15-18 YO’S IS THE INTANGIBLE NATURE OF THE JOB OPPORTUNITIES WHICH MIGHT EXIST IN THE FUTURE.  
  • THE STRATEGY :
    OUR IDEA WAS TO MAKE THE INTANGIBLE FUTURE, TANGIBLE NOW. WE USED THE CAREERS THAT YOUNG AUSSIES CURRENTLY ASPIRE TO, TO DEMONSTRATE THE EFFECT OF STEM ON ALL INDUSTRIES, INCLUDING ONES THEY MIGHT NOT EXPECT. WITH MINIMAL MEDIA SPEND AND AN AUDIENCE WHO ARE NOTORIOUSLY DIFFICULT TO CONVINCE VIA TRADITIONAL MARKETING METHODS, WE OPTED TO REACH THEM THROUGH INFLUENCERS WHO ACTED AS BOTH OUR TALENT AND OUR MEDIA OUTLETS.  
  • THE EXECUTION :
    CREATORS WANTED ENGAGED STUDENTS USING THEIR PASSION POINTS: FASHION, FOOD AND SPORT. WE CREATED THREE VIRAL FILMS, WITH AUDIENCE RELEVANT SOCIAL INFLUENCERS (FASHION DESIGNER JANE LU, MASTERCHEF CONTESTANT AND RESTAURATEUR REYNOLD POERNOMO AND AUSTRALIAN PROFESSIONAL AND OLYMPIC LEVEL RUGBY UNION PLAYER CHARLOTTE CASLICK), WHICH SHOWCASED TECHNICALLY ADVANCED PRODUCTS THAT LEFT VIEWERS DEBATING THEIR AUTHENTICITY. SEVERAL DAYS LATER THE FILMS WERE RE-RELEASED REVEALING SAMSUNG AND QUESTACON’S INVOLVEMENT AND THE FACT THAT CREATORS WERE WANTED TO MAKE THE PRODUCTS A REALITY – CREATORS THAT WOULD NEED KNOWLEDGE OF S.T.E.M. THE FILMS DROVE VIEWERS TO A CONTENT RICH WEBSITE FOR FURTHER INFORMATION ON S.T.E.M.
  • THE RESULT :
    FILMS: OVER 21 MILLION VIEWS. NEARLY 50 MILLION MEDIA IMPRESSIONS WITH NO PAID MEDIA.
  • URL :
    www.creatorswanted.com
  • URL :
    www.thanksforclicking.com.au/creatorswanted/