LIFELIVE

Short List
TitleLIFELIVE
ClientSAMSUNG
Product/ServiceGEAR VR
CategoryA03. Storytelling
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
Production Company RAPID VR Sydney, AUSTRALIA

Creative Execution

LifeLIVE was an online film that documented the virtual birth. To make it happen we spent months refining the live feed to the VR headset and the phone contained within. We achieved this by customising and 360 degree camera and leveraging existing tech to make the VR stitching seamless. The resulting film was released on Youtube and Facebook and spread via social media and a global PR strategy targeting online and offline mainstream consumer, technology and trade outlets along with paid media.

Samsung removed the tyranny of distance, creating a new class of memories that have never previously existed – memories that only our technology can make possible. Over 15 million views globally. Over $10 million earned media. Social platform engagement: 4.9 million Social media impressions: 17.6 million. 65% organic views. This story shows the positive role Samsung can play in society by connecting people in meaningful experiences.

We needed to launch Samsung’s new Gear VR in a way that every day people could relate to. In doing so we would create interest in the product beyond the usual niche audience of early adopters. Our strategy to achieve this goal was to humanise the technology with a story that resonated with millions. Namely, the bringing together of a couple separated by over 4,000kms so they could share the birth of their child, together. It would be the world’s first live virtual reality birth.

Credits

Name Company Position
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Mark Tutssel Leo Burnett Chicago Global Chief Creative Officer
Grant Mcaloon Leo Burnett Sydney Executive Creative Director
Vince Lagana Leo Burnett Sydney Executive Creative Director
Jeremy Devilliers Leo Burnett Sydney Executive Print Producer
Bruno Nakano Leo Burnett Sydney Art Director
Jason Young Leo Burnett Sydney Typographer
Amanda Quested Leo Burnett Sydney Client Service Director
Laura Dowling/Grace Kluver Leo Burnett Sydney Account Management
Christopher Baron Leo Burnett Sydney Director/Editor
Matthew Gain Edelman PR Chief Operating Officer
Carla Webb Edelman PR Associate Director
Susannah DiLallo Rapid Films Executive Producer
Dave Klaiber Rapid VR Director - Perth
Taylor Steele Rapid VR VR Video Director
Kodaline Band Band
Andrew Stevenson We Love Jam Sound Design
Earle Dresner Rapid Films DOP
Ben Nott Rapid VR DOP
Toni Higginbotham Toni Higginbotham Casting Casting Director
Links
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