Cannes Lions: Was Samsung Maestros Academy award worthy? Yes, totally.

The Cannes Lions is the world’s biggest celebration of creativity in communications. It awards ideas that change the ways brands interact with people and at this year’s Cannes Lions, Samsung won 14 awards (2 Golds, 4 Silvers, and 8 Bronzes), including the Product Design award for the Galaxy Core Advance.

Out of the two Gold Award winners, (one being the most retweeted selfie ever), Samsung Maestro Academy has received two additional awards, winning 3 out of 14 awards. Was it worthy of the awards though? Why don’t you be the judge?

Introducing the winner, Samsung Maestros Academy

Samsung Maestros Academy is Samsung’s first digital platform for aspiring younger generation to connect with the legendary handcrafting masters through Samsung technology, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans.

5 famous world-class Maestros shared their secrets through an extensive series of more than 40 online video tutorials and live interactive lessons, even featuring the videos on digital billboards in major Italian squares. As a result, Maestros’ success stories reached over 6 million TV viewers, 4.5 million Facebook users, and 1 million YouTube viewers, ultimately reaching an amazing 30 million media impressions in Italy alone.

In addition, a student named Alice Biotti, together with her Maestro Giovanni Pelizzoli, created Samsung Smart Bike, the first smart bike that protects the rider with its safety components. Controlled by a Samsung Smartphone and a dedicated app, and optimized for the Italian market, the Samsung Smart Bike was shortlisted in the Innovation Lions category.

Overall, for inspiring generations to preserve and innovate on the great Italian artisan heritage, while enhancing the brand relevance and brand reputation in people’s minds simultaneously, the Samsung Maestros Academy received Gold award in the Corporate Reputation and Communication category. Through this academy, Samsung adhered to its core values, which is to design its technological products to “launch people,” amplifying people’s experiences and accelerating their possibilities in life.

*Oscar Selfie

Gold Lion – ‘Brand or Product Integration into an Existing Programme or Platform’

Silver Lion – ‘Use of Branded Content and Sponsorship’

** Samsung Maestros Academy

Bronze – Use of Other Digital Platforms category,

Bronze – Integrated Campaign Led by Promotion and Activation category

Shortlisted – Use or integration of digital or social media