‘Creativity Hour,’ ‘Come and Vote’ Inspire Action Among Creatives and Voters
Leo Burnett Bucharest’s work for Samsung and Pro Democratica highlight importance of creativity and voting
Samsung Corporate “Creativity Hour,” GPC Rating: 7
The educational systems designed by governments face a severe problem: Will their strict structure and curriculums meet the demands and challenges of the future?
To prove it was a brand dedicated to championing the “exceptional,” “unusual” and, most importantly, “creative” minds of students, Samsung created the “Creativity Hour.”
With assistance from Leo Burnett Bucharest, Samsung sponsored an integrated campaign to incorporate “creativity hour” into Romanian schools. The campaign had several aspects, the first being a “Teach the Teachers” initiative, which provided 2,000 teachers access to an online platform overflowing with creative tutorials, tips and tricks. Teachers also had access to TED-like conferences and YouTube videos featuring creatives and other personalities.
With the agency's help, “Creativity Hour” appeared in nearly 90% of all relevant Romania publications—reaching 33 million impressions. “Creativity Hour” eventually generated enough public support to convince Romania’s Ministry of Education to approve the proposed addition to educational curriculums. Samsung helped place a revived emphasis on creativity in Romania’s curriculum, which was a true victory for future generations and for a brand that believes in the power of creativity to change the future.
Pro Democratica “Come and Vote,” GPC Rating: 7.2
Due to widespread disillusionment and cynicism, a record of 67% of eligible voters declared they had no intention of participating in upcoming national elections. To fight this apathy, Leo Burnett Bucharest and Pro Democratica launched “Come and Vote,” a campaign that starred iconic figures from Romania’s history to make a point to viewers about the vital responsibility of voting.
The spots feature legendary Romanian kings in recreations of famous historical events who have been abandoned by their fellow citizens. These humorous spots ask voters a serious question: What if no one had shown up during critical moments in Romanian history?
The agency’s humor was effective with younger voters—the ones who justify their voting absence with excuses. After the campaign launched, the agency’s films went viral and caused a notable shift in voters’ attitudes, resulting in an immensely improved 62% voter turnout.
About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.