Adcom x Samsung
Do the change you wish to see in the world.
Main Film
Doers
Samsung
The Brief
Samsung partnered with the Lahore University of Management and Sciences to work together at the National Incubation Center and support social startups tackling Pakistan's key local challenges - while also contributing towards achieving SDG goals. The ask was to create a film that could serve as a primary asset of communication for all three parties in creating awareness of the need to accelerate such budding ideas.
The Thought
Problems in Pakistan are already well-documented. The challenge was to build a narrative that embodied the entire spirit of being a DOER while evoking enough emotion in the audience. The process then became choosing protagonists who currently represent that very mindset, and through their words communicate how becoming a stakeholder in real change meant walking the talk, speaking for change, and doing the work.
The Outcome
The asset resonated well with the audience and ended up bringing to light the incredible work that was already being done by citizens from all walks of life. The DOERS initiative also amplified the potential of NIC and established Samsung's vision of meaningful human progress.