Homologaska Samsungwan. The first Samsung campaign, in the world, created in native tongues.
Bolivia is one of four countries in the world that it’s declared as a plurinational state, which means that it recognizes 36 indigenous communities as the base of their country, and the Aymara and Quechua languages, as two of their mother tongues. Languages that the Unesco and the government of Bolivia declare that are about to disappear, mainly because the young descendants don’t speak it out of fear of being discriminated and prefer to talk only in the language of social media. What if the technology brand that connects the world today, connected the bolivian young people with their roots? This is how Homologaska Samsungwa was born. The first Samsung campaign, in the world, created in indigenous languages, making them trendy amongst young bolivians and collaborating to prevent them from disappearing.
Because to know where we are going, first we need to know where we come from.
This professional campaign titled 'Homologaska Samsungwan' was published in Bolivia and Chile in January, 2022. It was created for the brand: Samsung, by ad agency: Cheil Chile. This Content, Digital, and Integrated media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 1 year ago.
Advertising Agency: Cheil Chile
CCO: Felipe Ortiz Bahamondes
Creative Director: Rodrigo Ramírez Comte
Art Director: Robert Salas Isla, Ricardo Cabello Donoso
Production Company: DXT Films