|Industry||Mobile phones, devices & accessories|
|Media||Film, Digital, Interactive & Mobile|
|Creative Director||Len Cheeseman, Stuart Mills, Todd Mccracken, Guido Boehm, Omar Al Jabi, Hoang Sa Nguyen, Gill Clark|
|Art Director||Jinwoo Ryu, Ksenia Sapunova, Joohee Lee|
|Copywriter||Hayden Yu-Hyun Lee, Annika D’Ambrogio, Aleksandr Gumarov|
Credits & Description
Cheil Worldwide and Samsung Electronics have set out to help people overcome deep-seated fears with technology. Samsung’s #BeFearless campaign, created by Cheil Worldwide, seeks to empower young people to face their inner fears that can be a barrier in daily lives - whether it’s a fear of public speaking or heights - with the help of the immersive experience of virtual reality using Samsung Gear VR. Samsung and Cheil Worldwide held virtual reality training sessions to find out how an exposure to challenging situations through virtual experience can help people master their fears in real life. Among nearly 7,500 applicants from Germany, Austria, Russia, Romania, Bulgaria, Hungary and the United Arab Emirates, 27 selected people took part in the four-week training. After the training, participants were ready to face their fears, and celebrated their achievement by tackling situations which they never thought possible before - either by speaking in front of a large crowd at a theatre or by venturing a zip line ride.