I Believe In You
The greatest thing a parent ever creates is belief in their child. The world teaches students what to do, but it’s parents who remind them why they can. As children grow, parents still believe in them, they just don't know how to say it the way they used to.
Samsung helps parents express the feelings they once spoke so freely, Like on the day their child was born, or on that very first day of school, turning everyday tech into something school can’t offer: a way to say, “I believe in you.”
“Every back-to-school campaign looks the same, brands trying to impress Gen Z.
As a creative director, if you pitched me that, it would be a no every single time.
The fact that you chose to speak to parents is bold, fresh, and exactly what stands out."
- Craig Ritchie, Creative Director at Cheil Canada
Real IMC Pitch brief
Agency: Cheil Canada
Client: Samsung
My role: Copywriter
OOH
ACT
We brought in real parents and asked how their child was doing this back-to-school season. Most responded confidently.
Then we revealed the real truth about their children showing signs of anxiety and self-doubt.
After seeing the reality, We then asked them to recall the day their child was born or started school, and express that same love now, when it’s needed most.
To carry it forward, we launched Say It With Samsung. Because the greatest thing a parent creates is belief.
Say It With Samsung
Say It With Samsung — a feature in the Notes app that lets parents send notes of encouragement directly to their child’s device.
A way for parents to say what they sometimes can’t face-to-face, like the letters they once dreamed of writing for their child's future.
