Jenny Chan 陳詠欣
Jul 4, 2014

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

BEIJING - Samsung China’s new corporate branding campaign features a boy (Yuhong Yan 颜玉宏 from Yangzhou) suffering from poliomyelitis walking upside down for three hours on his hands to primary school every day, until the electronics brand helped to pay for a wheelchair as his new form of transport.

wide player in 16:9 format. Used on article page for Campaign.

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. 


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


Related Articles

Just Published

3 hours ago

APAC consumers trust DTC websites more than ...

According to a Reprise study, consumers who prefer to engage with DTC brands and buy on their websites do so because they consider consumer brands to be more trusted, authentic and having a wider variety of products.

3 hours ago

Behind the 'overly successful' launch of Trust Bank ...

The marketers behind the new digital bank by Stanchart and NTUC FairPrice explain how accessibility, incentives and attention to user journeys ignited astronomical success that 'most other banks take a year to achieve'.

3 hours ago

Grey Singapore and Malaysia consolidate under new ...

The roles of the current Malaysia CEO and CCO are expanded to include full commercial and creative responsibility across both the Malaysia and Singapore studios.

3 hours ago

A humanoid robot feels the tenderness of human touch

BBH Singapore joins hands with Singaporean charity Touch to show the healing power of a hug.