Campaign Spotlight

Campaign Spotlight: BMB develops diversity and inclusion focused social campaign for Samsung Electronics ahead of International Women’s Day

LONDON, UKBMB, creative agency part of Cheil Worldwide, has devised a social campaign for Samsung Global which champions diversity and inclusion for International Women’s Day and builds on the work of three female designers.

The campaign will run on Samsung Global’s Instagram, Facebook and YouTube accounts, as well as and the three iconic OOH sites in Milan, Times Square and Piccadilly. The artwork will also be available on Galaxy wallpapers for free downloads and Frame TVs.


In this campaign, Samsung employees shared their real-life diversity and inclusion experiences, in order to deliver authentic stories and inspire female empowerment. The three talented, female illustrators then created imagery which brings to life their stories, highlighting the importance of allyship, passion and mutual respect.

The artwork shares messages such as #BeTrueToYou and features quotes from female employees from Samsung’s offices in various locations around the globe, including South Korea, Brazil, the US, India, Hong Kong, Canada, Vietnam, Australia, the EU and the UK, while bright colourful designs are accompanied by music and real-life quotes.

Illustrator Bárbara Malagoli comments: “Being part of this project is a celebration of the unique union between all women of the world. I hope women see my work and feel we are all walking hand-in-hand together, into the future.”

BMB’s Head of Account Management, Sarah Carolin, added: “We’re proud to celebrate women and their achievements with a collaboration between Samsung and talented female illustrators. Together, they have created empowering artworks that share the stories of women who work at Samsung, and encourage all women to see and embrace their own potential.”

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