Samsung celebrates South Sudan’s first Olympics entry with “The Chant”, by Leo Burnett Chicago. Via adweek:
Every athlete competing in the Olympic games has an incredibly inspiring story to tell, but some stories simply defy the odds.
Take 19-year-old Margret Rumat Rumar Hassan, a 400-meter runner from South Sudan. Hassan is on her way to competing at this year’s Summer Olympics in Rio de Janeiro, which is already an impressive feat for such a young athlete. It will also be the first time that her country will be represented in the games after gaining its independence from Sudan in 2011. With such an inspiring story, Samsung couldn’t deny that Hassan would be the perfect fit for a new campaign just in time for the Olympics.
“The Chant,” created by Leo Burnett Chicago, aims to capture the brand’s defying the odds attitude, while promoting the Samsung Gear IconX cord-free earbuds.
“We wanted to find an athlete that represented progress and defied the barriers and overcame something, to be an embodiment of what the brand is and the mentality of the brand. You can’t move forward without overcoming obstacles,” Gordy Sang, svp, creative director for Leo Burnett Chicago, told Adweek.
Good luck to Margret in the upcoming Olympics!