As nations of the world brace up for Rio 2016 Olympic Games, Samsung Electronics, the Worldwide Electronic partner at the Rio Olympic Games has debuted with its unique ad campaign that strives to break the geographic barriers and unite the world by combining segments of national anthems from several countries.
Isn’t this a beautiful start to a worldwide event! Bought to life by athletes and fans across the globe ‘The Anthem’ opens with a young girl from Australia singing a line of the Botswana national anthem holding a Samsung Galaxy S7edge. As the location changes, it contrasts with the anthems sung by different people around the world. The Malaysian anthem, for example, is sung by a young woman in Paris. When taken together, the words form their own, international anthem.
A joint effort of Leo Burnett Chicago and Sydney, ‘The Anthem’ is weaved seamlessly by combining segments of anthems across the globe indicating how Samsung’s innovative products can break down geographic barriers and unite the world through deep, borderless connections. ‘The Anthem’ also features six sportspersons from different countries who feel a shared sense of pride and unity.
These include U.K. diver Tom Daley, U.S. track athlete Alysia Montano, French paralympian Arnaud Assoumani, Sudanese track athlete Margret Rumat Rumat Hassan, Australian boxer Shelley Watts and Brazilian surfer Gabriel Medina. ‘The Anthem’ includes the national anthems of Australia, the U.S., Malaysia, Australia and Canada. Below is a snippet of ‘The Anthem’-
Through our unity and harmony, we’ll remain at peace as one.
For we are young and free, with glowing hearts we see thee rise.
The day of glory has arrived, oh say can you see, a vivid ray of love and hope descends to Earth.
The people living united and progressive, join together all of our hearts as one.
Happy and glorious, listen to us gently with the infinite love.
Unity and justice and freedom, stand unchanged by wind and frost.
Offer peace to friends, and united we shall stand.