[2014 부산국제광고제/Crystal] 삼성전자 'I see your dreams'

2014 부산국제광고제에서 크리스탈(Crystal)을 수상한 삼성전자의 'I see your dreams' 캠페인입니다.

2007년부터 세계 축구 캠프를 지원하고 있는 삼성전자는

올해 개최된 2014 브라질 월드컵을 맞아 한편의 영화와 같은 영상을 제작합니다.

영상은 프로선수나 브라질 월드컵에 촛점을 맞추지 않고,

축구를 통해 꿈을 키워가는 전세계 아이들의 모습을 보여줍니다.

축구공을 힘차게 차기 전 호흡을 가다듬는 아이의 모습 비장하고,

낡은 축구공 하나로 신나하는 아이들의 모습은 감동 그 자체입니다.

생일날 새 축구공을 받아든 아이의 표정은 행복하기 그지 않습니다.

전세계 축구 유소년을 응원하기 위해 제작된 'I see your dreams'을 통해 전세계 아이들을 만나보세요.

그리고 그들의 꿈을 응원해 주세요.

Sports sponsorship as marketing platform has helped enhancing Samsung’s brand awareness and its position in the world as a leading brand. However, Samsung’s sports marketing activities have been mainly focused on brandings up until now. Beyond this achievement, Samsung aims to build stronger engagement with consumers, transforming into a loved brand to arouse inspiration and enthusiasm. Samsung believes the sports themed contents beyond just sports sponsorship will play a critical role to build an Aspirational Brand in the way that sports loving consumers prefer.

of Nations(ACN), Asian Football Confederation(AFC), Asian Cup and more. Samsung’s aspiration isnt only focused on professional footballers, but football loving children who grow their dreams through football. Thats why Samsung has supported the global football camp from 2007. This film "I see your dreams", with "I" implying both the ball and Samsung, is intended to send the message of dreams and hopes to all those who have dear memories with football.

With creative camera techniques, the film captured a unique view of our world seen through a football’s eye. The sweet and soft theme song with its lyrical melody and words has brought positive reactions from general consumers and global football fans. The video has earned over 1 million Youtube views on the first 3 days of the World Cup period. The song ‘I see your dreams’ was covered by a number of professional and amateur artists on Youtube. In addition, it is arranged that the song will be performed in the contienent-wide football events, ‘Africa Cup of Nations’ and ‘Asian Cup’.

Samsung has connected its brand with the film in a number of sophisticated ways. For example, the song ‘I see your dreams’ was composed and directed by composer Warren K. Lee, who has directed Samsung Galaxy smartphone’s default ringtone ‘Over the Horizon’ and whistled default notification sound ‘Whistle’, which are the most well-known sounds from a smart device all over the world. In additoin, the fact that two of the children who appear in the film are actual participants of 2013 Samsung’s football youth camp ‘Dream the blues’ adds to the meaning of the film.

Brand_Samsung Electronics

Agency_Cheil Worldwide