2020 Winner

CASE SUMMARY

Samsung linked arms (and its many devices) with Canadian Indo-Pakistani Bhangra pop music duo, Josh The Band, for a branded content series that spoke to the diversity of Canada, as well as its Galaxy users. The previously untold story of Canadian-grown singer-songwriters Rup Magon and Qurram “Q” Hussain was shared in a four-part series called #CaptureYourJourney. Viewers learned how music united the two (who originally hail from India and Pakistan, respectively) and the role Samsung plays in helping them stay connected to their families while on tour. Magon and Hussain also joined Samsung at the CF Toronto Eaton Centre for the debut of the series at the company’s Experience Store, demonstrating how content creators, no matter their background, can stay connected by using the brand’s mobile devices.

Credits

Agency: Ethnicity Matters
Partner, Co-Founder - Bobby Sahni
Account Director - Tania Bahl
VP Media & PR - Abhijeet Ray
Associate Creative Director - Riki Yao

Client: Samsung Electronics Canada
Director of Corporate Strategy - Steven Cull