Agency: Anomaly, New York
Samsung will donate £1 to charities which help underprivileged children, such as Kids Company and International Inspiration, for every mile members of the public participating in the relay cover in the run-up to the Olympics.
On Monday, it held a launch event at London's City Hall, where brand ambassadors TV chef Jamie Oliver and World and Olympic champion cyclist Victoria Pendleton, encouraged people to get involved.
Oliver and Pendleton unveiled a giant 'Samsung Wall of Hope' – a structure spelling out the words "Samsung Hope Relay" – and were the first to grab a pair of trainers and lead a mile-long walk along the track overlooking the Thames.
Participants can log their progress on the free-to-download Samsung Hope Relay app. This also allows them to create their own avatar, which can appear in Samsung ads, by snapping a headshot of themselves and placing them on one of the athletic bodies featured.
Video produced by Georgina Brazier.
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This article was first published on marketingmagazine.co.uk