Samsung: To dance, or not to dance?

Samsung, a manufacturing company, launched a campaign in Myanmar to generate nationwide awareness for the Galaxy A series, protect the brand and generate sales.

Objectives & Challenges

As COVID-19's effects were reverberating through Myanmar's economy in 2021, so also was the political coup on February 1, 2021 that led to a bloody crackdown on the protesters who were angered at their futures and democracy being stolen out from under them after the collective toil of lockdowns and restrictions.

Nearly every major brand stopped brand communications from February 1st, and the ones who kept going on with business as usual or using too positive of a tone were met with anger, calls for boycott and, if they were associated with military, those boycotts...

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