Samsung
Electronics Australia launched a powerful digital campaign #DoWhatYouCant, as
part of their sponsorship of the 2016 Rio Olympic Games.
The brand has partnered with Australian Olympians and
introduced a four part content series sharing the stories of athletes’
determination for personal progress. This campaign goes in line with Samsung’s
broader aim to adopt a ‘human focus’ in its marketing, as the brand has made a
big step change to focus on how technology can help people.
The ‘Do What You Can’t’ mini-series highlights personal
battles of sacrifice, illness and never giving up. The series features four
Australian athletes and champions what the athletes have been through, as well
as the wider qualities they represent. Samsung is a company built on a
heritage of defying barriers, by doing what others think isn’t possible, #DoWhatYouCant campaign is a great example of these
brand values and inspiring people to reconsider the barriers of success.
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