The boy who walks upside down, and other Samsung China beneficiaries

The expression of affection for humanity is an eternal theme regardless of eras, according to Samsung, whose new 'guard and build your dreams' campaign tells stories of underprivileged children in China. It aims to demonstrate the brand's commitment to local charities and help it gain recognition as more than just an electronics company.

Samsung has been sponsoring activities organised by the China Foundation for Disabled Persons, such as summer camps for children with autism, but this is the first time it is promoting its charitable work on a larger scale.

Created by Cheil China, the documentary-style commercials unveil the client's long-term but less-known directive and philosophy to contribute to society, which will hopefully in turn build a stronger brand connection with consumers.

“Samsung has been the anonymous hero behind many charity projects in China," said Yuming Fu, associate ECD at Cheil China. "The brief was to solve [the problem of] merging Samsung’s business with social issues and present this to the public in an appealing way." 

This series, also depicting a young cataract sufferer getting a new lease of life with aid from the brand, will be broadcast on Youku and supported in staggered stages via newspaper print ads, EDMs and below-the-line activities. 

Credits

Project: Guard and Build Your Dreams

Client: Samsung China

Agency: Cheil China

ECD: Jacky Lung

AECD: Yuming Fu

AD: Raina Zhang

Copy: Jing Xu, Tingting Song

Art: Yi Su, Peng Li

AM: Wen Si