Break Down Barriers

Idea

What if the world had no barriers? What if everyone spoke a universal language? Those are the questions Samsung Turkey answered with its latest marketing stunt. In perhaps the sweetest execution of surprise and delight, the brand enlisted the help of an entire neighborhood, and some well-placed cameras,  to capture a day in the life of Muharrem, a deaf resident. The only catch: everyone Muharrem encounters surprisingly knows sign language

What We Like

The video, titled “The Most Emotional Surprise of the Year,” pulls at your heart strings while marketing Samsung Duyan Eller, the brand’s Video Call Center for Hearing Impaired People. This execution took one month of preparation, covering everything from the mapping of Muharrem’s daily route to sign language trainings

Learnings

Marketing produces messages for the masses, but  producing one message for one person could have a greater impact