Samsung Turkey / Turkey / 2015Film · Experiential · PR Stunts

Hearing Hands.

A whole Istanbul neighbourhood secretly learned sign language so that Muharrem, who is deaf, could be greeted in his own language everywhere he went for a day.

Brand: Samsung Turkey
Agency: Leo Burnett Istanbul
Market: Turkey
Region: Global
Year: 2015

The challenge

Samsung Turkey was launching a video call centre for hearing-impaired customers and needed people to know it existed.

The idea

With Leo Burnett Istanbul, Samsung taught residents of an Istanbul suburb to sign and hid cameras along Muharrem's route as he walked with his sister. Everyone he met along the way signed to him, and the film ends with the reveal and the new service, promoted through samsungduyaneller.com.

Case study source: Laughing Squid Source ↗