Strategic communication and data intelligence consulting company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, won a GOLD trophy from the Creative Business Excellence Drum jury at the Golden Drum 2023 festival, in the Content: Targeted Storytelling & Experience category, for the #22EpicNights project, developed together with Samsung Electronics Romania
This GOLD trophy represents a first for Samsung Electronics Romania in the most important creative festival in the Central and Eastern Europe region.
Established almost three decades ago, the Golden Drum festival celebrates and rewards the creative, marketing and advertising professional communities in the European advertising space. Golden Drum is one of seven regional festivals in the world included in the 2022 WARC Creative 100 ranking, which tracks creative awards worldwide and acts as a benchmark for creative excellence. In addition, Golden Drum is included in the AdForum Business Creative Report, the only one of its kind, which allows advertisers and agencies to measure their creative impact against competitors in the same sector.
#22EpicNights represents a premiere in Romania, being the first music album created entirely by Generation Z artists and curated by a technology brand. The project conceived and produced entirely in Romania is an example of brand content that helps the public to openly communicate the things that concern them.
To celebrate the new Nightography feature on the Galaxy S22 series phones, which enables the recording of movies and photos of exceptional quality even in very low light conditions, the album includes 22 videos shot entirely with a Samsung Galaxy S22 and illustrating 22 tracks originals that addressed the main sensitive topics that keep young Romanians "up at night", such as: depression, anxiety, impostor syndrome, online bullying, unrequited love, societal pressure, body shaming or climate change.
Over the course of 11 months, 22 original songs written and performed by DeMoga Music's young performers were published in an epic 22-track mashup of Indie Pop, Neo-Soul, Electronic, R&B, Dance, and Tra. The album became one of the most viewed musical projects of the year.
The #22EpicNights project is part of #AllOutBySamsung, a communication platform dedicated to Gen Zers and their passions, be it music, gaming, content, fashion or film. All 22 videos from the #22EpicNights album can be viewed on YouTube, on the page dedicated to the project, and listened to on Spotify.
„#22EpicNights is a project of firsts: the first music album in Romania curated by a technology brand, the first large-scale project dedicated and made entirely by Gen Z artists, and last but not least, an album with 22 original songs and 22 videos made entirely using a Samsung Galaxy S22 Ultra. Added to all this is another first, the Gold trophy obtained by a Samsung campaign at a prestigious festival such as the Golden Drum. This international recognition of our efforts honors us and inspires us to continue to provide our audience with the communication platforms through which they can express their personality using Samsung technology in an innovative and creative way.”, says Simona Panait, Head of Marketing, Samsung Electronics România & Bulgaria.
„#22EpicNights was and continues to be a large-scale project that spanned a whole year and could not have been completed without the collaborative efforts of the teams from Cheil | Centrade, Samsung, and our partners, whom I also thank. This Gold at the Golden Drum, as well as the other key accolades (Gold at Webstock, Silver at IAB Mixx Europe, and Bronze at the Effie Awards), would not have been possible without their creativity, ambition, and flawless coordination. It is the perfect crowining of the tenacity that my colleagues at Cheil | Centrade exhibited in propelling Samsung to the to the 1st place in Top Social Media Brands.”, adds Simona Costea, Global Business Lead, Cheil | Centrade.
„A Gold Drum at Golden Drum is a trophy hard to get. Only five other times in my 20-year career have I received this accolade with the teams I coordinated. I'm delighted we have a partner in Samsung who wants to air campaigns that sell while also sending an essential message to society, as was #22EpicNights and the recent "Share Your Power" campaign, which focuses on promoting gender equality in the gaming sector.”, explains Mihai Gongu, Executive Creative Director, Cheil | Centrade.
Cheil | Centrade team previously took to the stage of the prestigious European festival in 2019 when the campaign against domestic violence "Silent Voices", developed together with the ANAIS Association, won two Silver trophies in the Non-Profit Social Good categories, respectively Films & TV Shows, but was also a Finalist in the Creative Use of Media category.
Samsung Electronics Co., Ltd. inspires people and creates the future through technology and ideas. The company is redefining the world of televisions, smartphones, wearables, tablets, digital home appliances, network and memory systems, and professional displays.
Strategic communication consulting and data intelligence company, Cheil | Centrade, is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.
Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.
In 2023, Cheil | Centrade won a Silver trophy at the IAB Mixx Awards Europe for the Samsung #22EpicNights campaign, a nomination for the Kozel brand launch campaign in Romania, a Silver and two Bronze trophies at the Effie Awards, a Gold trophy, two Silver and a trophy of Bronze at the White Square Festival, but also a Bronze trophy at Top ADC*RO 2023. In 2022, Cheil | Centrade earned its first Silver at Europe Silver Awards and the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, as well as Gold, Silver and two Bronze trophies at the Effie Awards, two Crystal trophies at MAD Stars Awards, and seven medals at Webstock Awards.