Cannes Lions

THE WAY YOU ARE

LEO BURNETT FRANCE, Paris / SAMSUNG / 2015

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Description

Samsung Galaxy A users thought they were invited to an audition.

But here is what they really experienced :

We presented teens with a dilemma...

We offered them the trip of their dreams.

On one condition.

First, they would have to agree to give someone access to the content of their Samsung Galaxy A for 10 minutes.

What they didn’t know was that in fact, they’d be allowing their parents to see what was in their phones.

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