Do what you can’t

Samsung’s environmental campaign on the avoidance of plastic usage went from an influencer to a user generated content campaign within hours from release.

The sensitivity of the public to plastic pollution made our videos go viral within a short period of time and they were organically shared by celebrities and public figures such as Masoumeh Ebtekar, Shahindokht Molaverdi and Rambod Javan under the hashtag and slogan #sakhte_vali_gheiremomken_nist (It’s hard, but not impossible).

The made for Instagram videos found their way to other social media such as YouTube. The core concept was embraced by our audience, by drawing attention to the simplest of things we can avoid in our daily lifestyle to decrease the amount of plastics we consume.
The videos eventually went on to have 17 million impressions.