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Samsung wanted to support Ireland's leading curators of online content - and we were tasked with expanding on this concept.

The Insight

Gen Y don’t want to be told something, they want to hear about it.

The Idea

Samsung Re:Create - a movement.

Rather than just telling people our message, we invited them to embrace their own creativity – with Samsung acting as the enabler for all of this.

We identified and invited trendsetters with a rising profile to create content using the unique features of Samsung’s technology.

The trendsetter then shared that content with their audience, encouraging them to create their own interpretation of that idea, with the hashtag #makeitbetter.

The full presentation and rationale can be viewed here.