Creative Direction + Art Direction + UX/UI / Concept & Strategy
Brief: As official sponsor for the London 2012 olympics, Samsung wanted to share the new Galaxy S3 through a 360 mass media campaign that connected the spirit of the olympics with the magic of their latest development.
Solution: An interactive mass media campaign that invited people to be or nominate someone as a torchbearer for Mexico in the London 2012 Olympics. Nominees were only required to be Mexican, so anyone, and everyone, had the potential to carry the torch for Mexico on the big day.
Candidates were nominated through a digital experience that integrated cross-platform mobile applications, web services and social media; as easy pathways for anyone to get engaged and involved. Central to the digital experience was “GoFlame", an app that allowed users to be part of a digital relay, where passing a virtual torch was as easy as bumping phones. The torch relay was as tangible way for people to start nominating a torchbearer, and had a secondary function that invited them to sign their name in a public tally reflective of Mexico’s support for its olympians
4 of the 8 torchbearers were "iconic" Mexicans, preselected by Samsung, to inspire and invite people to help find the other 4. The other 4 were meant to be common-folk, like "you and me". This was communicated through mass media(TV, Web, Outdoors Media, PR Events, Tech Showcases, Radio, etc). The final 4 were selected through popular vote, and on inauguration day, inspired their people by carrying the torch in front of the world.
It was only 4, but out of millions it could've been anyone. It was "Everyone's Olympics" - a brand humanizing effort that brought people together.
* Creative Director for Digital Development: Facundo Romero
Mexico CNN: http://goo.gl/eetV0K