Leo Burnett stitches together the world's anthems for Samsung

22 July 2016

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To celebrate its global partnership status with the Rio Olympics, Samsung has released a new campaign showing global unity.

The campaign, by Leo Burnett Chicago and Sydney opens with a young girl from Australia singing a line of the Botswana national anthem while holding a Samsung Galaxy S7edge. The phone then travels across the world with fans singing lines from other national anthems, making a new global anthem.

Six global athletes are also featured in the ad, specially chosen for having their own story of defying barriers to achieve goals. They include Australian boxer Shelly Watts, Brazilian surfer Gabriel Medina, French paralympian in athletics Arnaud Assoumani, American track and field star Alysia Montano, British diver Tom Daley and Southern Sudan Track and Field athlete Margret Rumat Rumat Hassan.

Samsung executive vice president of global marketing, mobile communications business Younghee Lee says: "'The Anthem’ is a reflection of the Samsung brand and our continuous pursuit to break down geographic barriers and unite the world through technology and borderless communication."

“By singing one anthem, fans and athletes across the globe can feel a shared sense of pride and unity and together celebrate collective progress, which is integral to the spirit of the Olympic Games.” 

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