In Turkey, Samsung extends a hand to hearing-impaired users

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Samsung Electronics Turkey "Hearing Hands" by Leo Burnett Istanbul.
Samsung Electronics Turkey "Hearing Hands" by Leo Burnett Istanbul.

With "Hearing Hands," Leo Burnett Istanbul creates a surprise in sign language

ISTANBUL — Samsung Electronics Turkey has reached out to hearing-impaired users with a digital film that portrays what happens when one deaf man is afforded new connections.

"Samsung Hearing Hands," created by Leo Burnett Istanbul, features a surprise for Muharrem, who uses sign language to communicate. Throughout the film, every person he encounters (seemingly by chance) communicates with him by signing. After he is led to a predetermined location, Muharrem is introduced to a video call center for the deaf.

The call center, which users can access on, offers video calls with representatives who can speak sign language. 

Creating the event required a month of preparation and sign-language training for the participants, Samsung said.

Campaign credits

Client: Samsung Electronics Turkey
Agency: Leo Burnett Istanbul
Creative director: Oktar Akin
Creative director: Emrah Akay
Creative group head: Oyku Berberoglu
Creative group head: Aren Selvioglu
Copywriters: Sezgin Rizaoglu, Deniz Cavdar
Art directors: Umit Senturk, Ozan Demir
Vice president: Roda Sezer
Strategic planning group director: Ismail Seval
Strategic planner: Berkant Avci
Brand director: Meltem Genckirli
Brand executive: Gozde Atilla
Agency head of TV production: Sevinc Oktem
Agency producer: Erman Karahisarli
Production Company: Dinamo Istanbul/Casta Diva Group
Director: Kuntay Alpman

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