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Golden Hammer 2017

Award Type: Advertising Awards

Veru iela 6, Rīga, LV-1010, Latvia

Website: http://www.goldenhammer.eu/
Email: hammer@goldenhammer.eu
Phone: +371 67320439

Golden Hammer is a festival of creativity in every sense. We honour victories achieved, congratulate passionate projects and celebrate the awesomeness of bright minds that know no boundaries.

Golden Hammer evolved into a full-fledged international advertising festival in 1999, having established itself on the Latvian scene. The scrupulous traditions established since then have attracted creative agencies from more than 25 countries. Over the years, Golden Hammer’s hand-picked, multinational juries have always displayed objectivity and a meticulous approach to their evaluations, so ensuring fair competition, encouraging perfection and bringing global recognition.

We are passionate about creativity and great ideas that can only be achieved through constant change and improvement, which is why we see Golden Hammer’s role going beyond merely rewarding success. We want to trigger new solutions and broaden the creative industries’ horizons by presenting cutting-edge trends, valuable content and alternative entertainment from around the world. We understand well that advertising professionals have seen it all and are difficult to surprise, but we go all out to deliver relevant speakers, run indispensable workshops and, oh yes, throw a flamboyant party or two.

Location: Pullman Riga Old Town Hotel, Rīga, Latvia

DEADLINE EXTENDED TILL APRIL 30

Over The Horizon, 3

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Industry Mobile phones, devices & accessories
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency Cheil Moscow
Associate Creative Director Mitya Yusov
Art Director Alena Klepikova
Copywriter Irina Filina
Production Red Pepper Film
Director Ivan Sosnin
Released March 2017

Awards

Golden Hammer 2017
PR Pr Driven Integrated Campaign Silver
Content And Entertainment Audiovisual Diploma
Social Campaigns Diploma
PR Corporate Responsibility Diploma
Content And Entertainment Integrated Diploma

Credits & Description

Entrant Agency: Cheil Russia
Client: Samsung
Brand: Samsung Galaxy S7
Product/service: Smartphone
Advertising Agency: Cheil Russia
Production Agency: Red Pepper Film
Associate Creative Director: Mitya Yusov
Digital Creative Lead: Dmitry Sherbakov
Art Director: Alena Klepikova
Copywriter: Irina Filina
Producer: Tatiana Chepko
Director: Ivan Sosnin
Creative Producer: Danil Golovanov
Release Date: 10.03.2017
Synopsis:
Most people live within the constraints that they create by themselves.
Samsung, the leading smartphone brand in Russia, stands for innovations that improve people’s lives. The brand creates things that can’t be made so that people can do what they thought can’t be done. Samsung wanted to inspire general public to push beyond their own comfort zone and understand that daily life has much more to offer than they expect.
Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.
We told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.
1. Online-film about Alexander Zhuravlev
2.Website “Over the Horizon”, containing the online-film, Alexander's photos and the special ‘inner sight’ section enabling users to experience the world through Zhuravlev’s restricted vision
3.The project was promoted by the largest visual Shazam search ever used in advertising. Members of the public were able to access the project website by Shazam-ing the 28-storey “Hydroproject” building which has a façade that is the biggest Samsung-owned media screen in Moscow
4.Offline exhibition
5.Owned media
6.Special project on Zuzza.com, an online trade gallery of original photos
This initiative also helped raising funds for The White Cane charity fund through sales of Alexander’s images
700+ mentions in the media portals;
100 000+ posts in social networks;
1,5+ million Shazam contacts;
50+ million people – media coverage
Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)