Italy failed to qualify for the World Cup for the first time in 60 years. Their fans didn’t know how to cope with the situation, but Romanians already knew a lot about such disasters. Our national football team had skipped the last 5 World Championships. Samsung wanted to bring value to this important know-how into failing, and also prove the unifying power of technology. So we created "Pass the Heartbreak", an online show where a Romanian fan gives Italians some experienced advice, featuring Samsung products. It all worked, because disappointment always heals faster when you don’t feel alone.
Creative Director:Ioana Zamfir
Head Of Digital:Roxana Nita, Adina Stanescu
Art Director:Roxana Nita