The campaign film depicts the real life story of Seema Nagar, a young village girl who breaks stereotypes to achieve her dreams.

‘Glass: The Lion for Change’ at Cannes Lions 2018 celebrates culture-shifting creativity and recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.

Seema Nagar, the young girl from a small village near Jaipur, who defied odds to become a Samsung technician has become a household name. Samsung India’s campaign film caught public imagination and has been viewed 81 million times on YouTube, over 24 million of them women, the highest for any advertising video on YouTube in India.

The campaign, #SapneHueBade, is aimed at highlighting women empowerment. It showcases how Samsung cares for dreams of girls in India. The focus of the film is around the real life story of Ms Nagar, the trials and tribulations she goes through before entering Samsung Technical School and how it enables her to dream big.

After being trained at Samsung Technical School, Jaipur, she joined a Samsung Service Center in the same city. She also worked as a trainer in the same technical school where she studied.

Samsung Technical School, which is a part of Samsung’s citizenship initiative, was started in 2013 and aims to support the government’s vision to make India a global manufacturing hub by addressing the need for talented manpower with practical know-how and relevant industry experience. There are 22 such centres set up across India in collaboration with the Ministry of Micro, Small and Medium Enterprises (MSME) and Departments of Technical Education in different states such as Rajasthan, Kerala, Bihar, Delhi, West Bengal, Karnataka and Jharkhand.

Reinforcing its commitment to the government’s ‘Beti Bachao, Beti Padhao’ campaign, Samsung also announced the MSME-Samsung Technical School Scholarship program for girls and differently-abled trainees.

These schools have so far trained over 4,000 youth and made them job-ready across different technical trades. Around 70% of these students have got jobs, 45% of them with Samsung service centres. The initiative is part of Samsung’s ‘Make for India’ initiative and contributes to the government’s Skill India mission.

To read this story in Hindi, Click here- https://news.samsung.com/bharat/samsung-india-campaign-wins-glass-award-at-cannes-lions-2018

Produced by The One Club for Creativity, the global awards show is judged by top industry professionals and honors the best creative ideas that are setting new industry standards. Samsung has been recognized in both the ADC Annual Awards¹, the oldest continuously running industry awards show in the world and The One Show², one of the most prestigious awards competitions in advertising, design, interactive and branded entertainment.

The commercial, which has also won awards at Cannes Lions, the Clio Awards and the D&AD Awards, features an ostrich who learns to fly after donning a Samsung Gear VR headset and launching a virtual flight simulator. The campaign taps into the basic human urge to push beyond what is normal and demonstrates the company’s commitment to providing products and services that allow people to break boundaries and do the incredible.

“‘Ostrich’ shows the very real, human-centric story of how bold action can defy barriers. This focus on creating human value through our technology is at the core of our global marketing program and it is exciting to see it resonate with audiences as well as our peers,” said Pio Schunker, Executive Vice President and Global Head of Brand Marketing, Mobile Communications Business at Samsung Electronics. “We’re honored to receive this recognition from one of the world’s leading non-profit organizations celebrating creative excellence.”

To-Date “Ostrich” Has Received the Following Awards:

The One Show Awards 2018

• Gold Pencil: Craft – Visual Effects / Single
• Gold Pencil: Craft – Direction / Single
• Gold Pencil: Craft – Animation / Single
• Silver Pencil: Online / Short Form – Single
• Bronze Pencil: Television / Long Form – Single

One Club ADC Award 2018

• Gold Pencil: Craft – Cinematography – Single
• Gold Pencil: Online – Mobile/Online Video – Single
• Gold Pencil: Craft – Film Animation – Single
• Gold Pencil: Craft – Film/Special Effects – Single
• Silver Pencil: Television – Film/Online Video Commercials/Online Commercial – Single
• Silver Pencil: Craft – Film Direction – Single
• Bronze Pencil: Craft – Special Effects – Single
• Bronze Pencil: Craft – Special Effects – Single

D&AD 2018

• Yellow Pencil: Film Advertising Crafts – Special Effects for Film Advertising
• Graphite Pencil: Film Advertising – TV Commercials 61-120 seconds
• Wood Pencil: Film Advertising Craft – Use of Music for Film Advertising

Cannes Lions 2017

• Golden Lion: Film Craft – Direction
• Golden Lion: Film Craft – Visual Effects
• Golden Lion: Film Craft – Animation
• Silver Lion: Film
• Silver Lion: Film Craft – Use of Licensed / Adapted Music
• Bronze Lion: Cyber
• Bronze Lion: Entertainment

Clio Awards 2017

• Gold Winner: Film – Short Form
• Silver Winner: Film Technique – Cinematography
• Silver Winner: Film Technique – Direction
• Silver Winner: Film Technique – Visual Effects
• Bronze Winner: Film Technique – Editing
• Bronze Winner: Film Technique – Licensed Music

London International Awards (LIA) 2017

• Gold Statue: Music & Sound – Use of Licensed Music
• Gold Statue: TV/Cinema/Online Film: Electronic Equipment
• Gold Statue: Production & Post-Production – Visual Effects
• Gold Statue: Production & Post-Production – CGI Animation
• Silver Statue: Production & Post-Production – Direction
• Bronze Statue: Production & Post-Production – Cinematography
• Bronze Statue: Music & Sound – Sound Editing

¹ The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its 97th year, these Awards celebrate the very best in advertising, design, illustration, photography, packaging, motion and digital media, all with a focus on craftsmanship and innovation.

² The One Show Awards, now in its 45^th year is one of the most prestigious awards competitions in advertising, design, interactive and branded entertainment.