A Bronze for CDG at
Cannes Lions
International Festival of Creativity

June 24, 2015

After taking home prestigious awards in Italy, the spot “Hearing Hands” – produced by Dinamo Istanbul (part of Casta Diva Group) for Samsung Turky (agency, Leo Burnett Istanbul) – is internationally recognized as being amongst the best for creativity by winning a Bronze Lion in the Promo & Activation category, which is based on the launch or re-launch of a product or multi-product promotion which gets more than 10 million views on social networks.

“Our local partner Dinamo Istanbul,” declare Andrea De Micheli and Luca Oddo, CEO and President respectively of Casta Diva Group, “did a fantastic job in the realization of this creative idea and the Bronze Lion is proof of this. The quality of the execution, with one eye to the cost, is the basis of every job we take on and this strategy is rewarding us, not only in terms of international recognition, but also from the standpoint of business.”

The video, “Hearing Hands”, has as its objective the presentation of Samsung’s new social service for the hearing impaired: a video call centre.

After a month’s preparation, which included the positioning of hidden cameras and intensive courses in sign language for all the actors, the moment finally arrived for Dinamo Istanbul, part of the Casta Diva Group, to give Muharrem, a young man who cannot hear, “a day without barriers”. (Muharrem had been selected thanks to the cooperation of the Turkish Association for the Hearing Impaired and had been kept in the dark about everything.)

Istanbul, 8am: Muharrem leaves home with his sister, already briefed by the production team; first, a passer-by greets him using sign language, probably just a coincidence. Then the local baker, a greengrocer’s  boy and a girl who ‘casually’ bumps into him in the street. All of them using sign language. Muharrem just can’t believe it!  Then the taxi driver, who also greets him using sign language, takes him to an interactive totem; on the screen appears a girl who finally clarifies everything to Muharrem. Samsung has chosen him as testimonial for the launch of Samsung  Duyan Eller, a video call centre to help the hearing impaired.

This simple but highly emotional video proved to have enormous impact and even prompted a parliamentary debate in Turkey on the rights of the hearing impaired and handicapped people in general.