Samsung Electronics Australia has launched Mixed Talents, an integrated campaign featuring a content series as part of its global Launching People platform. The platform identifies creative and innovative ideas that show how technology can be used to help address challenges facing society.
Australia will be one of eight countries to launch Mixed Talents campaign, which brings together pairs of experts from different backgrounds to combine their skills and knowledge to help investigate a real world problem.
In Australia, the Mixed Talents content series will focus on the topic of concussion in sport and Chronic Traumatic Encephalopathy (CTE), bringing together neuroscientist Dr Alan Pearce and industrial designer expert, Braden Wilson to explore the problem and how it can potentially be monitored through technology. CTE is a neurodegenerative disease that can result from concussions, where a heavy blow to the head causes the brain to strike the inside of the skull.
Philip Newton, corporate vice president and chief marketing officer, Samsung said: “Samsung’s Launching People program has been an exciting platform for Samsung brand in Australia over the last two years. It has led to successful programs such as last year’s Samsung S-Drive, a pilot program to help promote safe driving behaviour, and this year’s highly successful LifeLIVE virtual reality content piece.
“With the launch of Mixed Talents, we are continuing to bring innovative and creative marketing campaigns to Australia, which have our technology at the heart of the program and create meaningful experiences. Our Mixed Talents campaign will demonstrate how technology can be used by two very different experts to investigate an important issue that affects many Australians.”
Released today, the first content piece introduces Dr Alan Pearce and Braden Wilson and the incidence of concussion in Australia. Over the upcoming months, Australians will be able to follow these two experts who will work together to concept and prototype a device that can help bring awareness to the issue.
Joint ECD of Leo Burnett Sydney, Vince Lagana said: “While Australian sporting codes have responded to a growing awareness around the dangers of concussion, there is still a lot to learn. Mixed Talents is a step to investigating this issue further.”
His co-ECD, Grant McAloon added: “With no cure in sight, we must look to prevention. Creating something to help achieve this speaks to a guiding principle behind all our work for Samsung – that the best tech serves a human purpose.”
Creative Agency: Leo Burnett, Sydney
Production Company: The Pool Collective
Public Relations: Edelman