THE POWER OF WRITING

TitleTHE POWER OF WRITING
BrandTHAI SAMSUNG ELECTRONICS CO.
Product / ServiceSAMSUNG GALAXY NOTE 4
CategoryA02. Non-Fiction: series or film
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Contributing Company THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Media Agency STARCOM MEDIAVEST GROUP Bangkok, THAILAND
Production Company DIR4 FILMS Bangkok, THAILAND

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Chanyutt Boonyagate The Leo Burnett Group Thailand Executive Creative Director
Chanyutt Boonyagate The Leo Burnett Group Thailand Art Director
Sakon Khanawuthikarn The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Peerayot Pichitnapakul The Leo Burnett Group Thailand Copywriter
Samira Thancharoenkit The Leo Burnett Group Thailand Account Management Director
Chidlada Gabites The Leo Burnett Group Thailand Account Director
Taloengrat Punjabutrachai The Leo Burnett Group Thailand Account Executive
Rungrudee Chinpratan The Leo Burnett Group Thailand Agency Producer
Piyakarn Bootprasert DIR4 FILMS Director
Purita Thepkomakorn DIR4 FILMS Executive Producer
Nattakit Ongpaporn DIR4 FILMS Producer
Chavalit Thongkum DIR4 FILMS Editor

The Campaign

In today society, although people seem to communicate all the time, but it does not mean that they can really express their feelings toward each other.

Results

Samsung Galaxy Note 4 thus conducted up an experiment to prove this belief under the idea "The Power of Writing." In this experiment, we searched for people who had unresolved issues and interviewed them to tell the story of their problems. From this we discovered that the main cause that the problem remained unsolved was because everyone still had a bias in mind. They weren't brave enough to speak directly to another party. Hence, We offered them another way to express their feelings by "writing" using the Samsung Galaxy Note 4 S-Pen, and invited the opposite party to stay in another room where they could see what a person wrote on the screen. After all, it turned out that people wrote what they really felt out. The problems that were unresolved for a long time were eased by writing, and they returned to good relationship with their loved ones again.

As we wanted to show "the Power of Writing", the campaign was created based on true stories using ordinary people with typical stories that everyone must have experienced before. As a result, the clip went into the hearts of people in a matter of days with no doubts.

After the clip was launched for only a few days, it gained over a million views and the share was more than 10,000 times. But that was not all, this campaign has brought many people back to writing to send their feelings to their loved ones again.

Samsung Galaxy Note 4 believes that when someone writes with his own handwriting, it has the power to bring out a person's thoughts to express the true feelings.