People all over the world live with ‘everyday’ fears or phobias. They can become a barrier to progress in life. But most people are reluctant to reveal and get help for their private weaknesses. Treatments are expensive and time consuming, which is why millions of people only try to avoid their worst situations everyday.

As part of Samsung’s program called ‘Launching People’, the objective of our campaign was to help the millennials all over the world unleash their potential to live their lives to the fullest and strongly engage young consumers with Samsung, making the brand more relevant and aspirational.

#BeFearless is a global campaign executed in 12 countries in 4 languages, for a period of 6 months. A manifesto film, kick off films, social contents and 360 viral films on YouTube, Facebook, Instagram, Vk.com and other media encouraged more than 7500 people around the world to apply to participate in the #BeFearless campaign. 27 from UAE, Germany, Russia and Austria were selected to be trained for 30 minutes everyday for 4 weeks. Meanwhile, to test the effect of the VR app, the medical team in Seoul went through a clinical testing of their own.

Each local market released in stages, their participant’s journey on overcoming their fears. And two final campaign films were released on YouTube, social media, Samsung Launching People homepage, and bloggers’ websites, accompanied by PR release. For the public, #BeFearless VR apps were also made available for free on Oculus Store.