Cheil | Centrade wins a Silver trophy at IAB Mixx Awards Europe with #22EpicNights project for Samsung Electronics Romania

Strategic communication and data intelligence consulting company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, won a Silver trophy at the IAB Europe Mixx Awards 2023 festival, in the Branded Content category, for the #22EpicNights project, developed together with Samsung Electronics Romania.

The Cheil | Centrade team returned to the prestigious European event for the second year in a row. In 2022, it won the Grand Prix at the IAB Europe Mixx Awards 2022 festival with the domestic violence campaign “Guilt Gifts Puppetry,” developed together with the ANAIS Association. The campaign also won two Gold prizes in the Branded Content and Non-Profit/CSR categories, a first for Romania at this festival.

Interactive Advertising Bureau Europe (IAB Europe) awards the continent’s most impactful innovative digital campaigns, chosen by a jury made up of professionals and leaders of the communication industry.

#22EpicNights represents a premiere in Romania, being the first music album created entirely by Generation Z artists and curated by a technology brand in Romania. The project, dedicated to content makers at night, is part of the Samsung Galaxy S22 series launch program and thrives the #MakeNightsEpic philosophy through music. #22EpicNights has 22 original tunes that address delicate topics keep Gen Zers up at night, such as depression, anxiety, impostor syndrome, online bullying, unrequited love, social pressure, body shaming, and climate change.

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22 unique songs written and performed by DeMoga Music’s young artists were released over a time span of 11 months. Each song also featured a video filmed exclusively with a Samsung Galaxy S22 Ultra phone at night or in low light conditions to demonstrate the Nightography feature’s performance.

The album, an epic 22-track mashup of Indie Pop, Neo-Soul, Electronic, R&B, Dance, and Trap, became one of the year’s most watched music projects, with 6.7 million views in a country with 4 million Generation Z young people.

The #22EpicNights project is part of #AllOutBySamsung, a communication platform dedicated to Gen Zers and their passions, be it music, gaming, content, fashion or film. All 22 videos from the #22EpicNights album can be viewed on YouTube, on the page dedicated to the project, and listened to on Spotify.

“Samsung is about technological innovation that benefits people. We are the first brand to launch, in collaboration with DeMoga Music, a content project of this magnitude, created with Gen Z musicians, which gives a bigger voice to the subjects that matter in their lives. The 22 videos created exclusively with a Samsung Galaxy S22 Ultra are the best proof of our flagships’ epic performance and a genuine way to invite all night creators from the #AllOut Generation to express themselves freely, at any time, with the help of technology.”, adds Simona Panait, Head of Marketing Division, Samsung Romania & Bulgaria

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“At Cheil | Centrade, we believe in «doing good with data». We are pleased to be able to propose projects with our partners that will give Romanians the confidence to express themselves without fear of being judged. We are proud of the outcomes, but even more so of the fact that the team’s creative energy poured into this project resulted in a significant trophy in such a prestigious competition as the IAB Europe Mixx Awards.”, explains Mihai Gongu, Executive Creative Director, Cheil | Centrade

Samsung Electronics Co., Ltd. inspires people and creates the future through technology and ideas. The company is redefining the world of televisions, smartphones, wearables, tablets, digital home appliances, network and memory systems, and professional displays.

Strategic communication consulting and data intelligence company, Cheil | Centrade, is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung’s communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.

Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.

In 2022, Cheil | Centrade won its first Silver at Europe Silver Awards and the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, as well as Gold, Silver and two Bronze trophies at the Effie Awards, two Crystal trophies at MAD Stars Awards, and seven medals at Webstock Awards. In 2021, Cheil | Centrade was the most award-winning agency at Webstock Awards (16 shortlists and 7 medals) and was the most awarded Romanian agency at the Cresta Awards. It won the Grand Prix of the IAB MIXX Awards and the Gold trophy at Internetics. Also, it scooped 5 nominations and 3 trophies at the Effie Awards in the categories of tech, energy, banking and insurance.