Do what you can’t

Remember the exploding batteries? Samsung would have rather forgotten and put their head in the sand. At a time when their technology was eclipsing Apple’s, a PR nightmare dropped. Everything, including the Olympic sponsorship in 60 days was put on indefinite hold. How does a massive company pick themselves up after that? Could marketing be the answer?  As author of "Do What You Can't" and global lead, our campaign developed as an ambitious, ridiculous but simple idea that we presented to help course correct their brand. It’s a story for the ones that defy those that say "you can't" and a demonstration of the huge intent of this company. Leading with an ostrich and building the rest of the Galaxy 8 launch with “Unbox your Phone” we brought together, for the first time in Samsung history, one cohesive global launch.