Samsung Works To Accelerate the Global Goals at Cannes Lions 2022

Samsung Electronics demonstrates how brands can leverage their collective reach to empower young people and take concrete action to foster a better, more sustainable world.

Every year, the Cannes Lions International Festival of Creativity brings countless brands and marketing industry leaders together to collaborate in shaping the next wave of creativity. However, with less than eight years left, the United Nations has reported that the world is not on track to meet the Global Goals by 2030. Last week, Samsung Electronics and three Generation17 Young Leaders attended Cannes Lions to bring attention to the role brands can play in helping to create a more sustainable future for all. Generation17 is a partnership between Samsung and the United Nations Development Programme (UNDP) with the aim of magnifying the voices, stories and ingenuity of young leaders working to help the world achieve the Global Goals.

Benjamin Braun, Chief Marketing Officer of Samsung Europe, and Generation17 Young Leaders Kristian Kampmann (Denmark), Nadine Khaouli (Lebanon) and Tafara Makaza (Zimbabwe) participated in a series of activities throughout the week, highlighting how technology and creativity can empower the global community, including young changemakers, to make an impact.

▲ Generation17 Young Leaders (Kristian, Nadine and Tafara)

Working for the Future: Samsung and Generation17’s Support of UN Global Goals

Samsung partnered with Project Everyone and Karmarama (part of Accenture Song) to host a panel discussion on how brands can transform talk into action, with a specific focus on uplifting the younger generation and leveraging technology to mobilize communities for the Global Goals.

Benjamin highlighted that “55% of young people are saying that their voices are not being heard.” At Samsung he continued, “We have access to technology” and are “empowering young people by giving them the technology they need to amplify their cause.”

Samsung has been taking an active role by amplifying the voices of young people and harnessing the power of technology and information through Generation17 and the Samsung Global Goals App.

▲ Main stage session held at Theatre Claude Debuusy

During the panel, Nadine emphasized Samsung and UNDP’s support in her fight to alleviate poverty and provide crisis relief resources across her home country of Lebanon. She shared “My mission is to bring dignity to every person in Lebanon,” she said. “I couldn’t imagine a better pairing of brands to help me amplify my voice.”

▲ Benjamin Braun and Nadine Khaouli

Samsung is using its scale to raise awareness for the Global Goals and empower communities to take measurable steps to make an impact. In line with this, Samsung hosted the Samsung Global Goals Photobooth at Cannes Lions, an interactive experience in which festival attendees took fun photos while learning more about the Global Goals and the Samsung Global Goals App. This week also marked the start of Samsung’s work as a Business Avenger, a group of likeminded companies and organizations that are continuously seeking ways to innovate, collaborate and drive progress towards the Global Goals.

Through Generation17 and the Samsung Global Goals App, Samsung is working with UNDP to provide necessary support for the Global Goals. Through these initiatives, Samsung has taken an active role in elevating the voices of the younger generation and harnessing the power of technology to make a difference. These efforts further demonstrate how brands can take tangible action to make a positive impact while empowering people all over the world to do the same.

▲ Samsung Global Goals Photobooth

▲ Frankie the Dino (Utahraptor and UNDP Climate Activist) visiting Samsung Global Goals Photobooth