Samsung | Stand and Live

Building on the success of the "Lives with You" campaign, a unique thematic initiative was developed for Mosul to celebrate the city’s liberation from ISIS. Featuring characters from the previous campaign, it aimed to strengthen connections and support Iraqis in their recovery. Local talent participated pro bono, considering it a patriotic gesture.

The campaign achieved extraordinary results, with bundles selling out four times before the tactical phase even began. This success led to the redirection of the media budget towards local reconstruction efforts. Donations from every sold product were used to rebuild a school destroyed during the invasion, and Samsung also established a Mobile App Academy for local high school students to foster future talent. The campaign was recognized with a shortlist for the MENA Effie Awards - Electronics.