Mobilising heroes
I reimagined corporate volunteering by transforming hesitant Samsung professionals into local heroes through smart storytelling and bold internal engagement.
THE CHALLENGE
Convincing a team of well-heeled professionals to pick up someone else’s trash? Not your average corporate outing. Yet Samsung’s local staff wanted a feel-good, socially responsible activity that would resonate beyond one day. We needed something more compelling than a simple “join us” email—something that overcame that all-too-common reluctance to get down and dirty. Our plan had to generate real excitement internally, celebrate the global spirit of World Cleanup Day, and let employees walk away feeling like they’d made a genuine difference. The only question was: how do you transform everyday office workers into trash-collecting heroes without deflating their sense of pride?
“David is, in fact, one of the most talented, dynamic, and creative people I have worked with. I enjoyed his patience and dedication to our business. I would suggest that other companies try his imagination and creative mindset.”
THE SOLUTION
It all began with the official World Cleanup Day logo, which hinted at a superhero vibe. We built on that with playful animations for email invites and office screens—inviting staff to become “everyday heroes” under the banner, “You don’t need a cape to save the world.” In the canteen, we set up a fairground-style photo-op stand so colleagues could poke their heads through an oversized hero cutout. Suddenly, signing up became a fun, share-worthy moment rather than a chore.
Once the buzz took off, we shifted gears to the big day itself. Early that morning, we gathered Samsung employees—gloves on, vests strapped, and spirits high—at a local park. A camera crew captured the entire experience, from staff pouncing on litter to the moment they realised how fast plastic can pile up. Midway through, we introduced an interactive quiz about alarming waste statistics—those stunned faces told us everything. By filming these aha moments, we ensured the awareness wouldn’t vanish with the last trash bag. Then, back at the office, we cut the footage into a highlight reel shared on internal channels and social media, letting the energy live on well after the day was done.
THE RESULTS
Attendance exceeded our targets, proving that a little creative flair can spark big enthusiasm. Beyond one cleaner park, employees walked away more aware of their role in tackling global waste issues. And with the highlight reel circulating internally, the conversation about responsible action continued to echo throughout the company, long after the gloves were off.
