Faced with the unprecedented challenge of the pandemic this year, Samsung was perfectly poised to pivot their marketing efforts thanks to the fabrication of their custom fleet of Texas Rovers produced by the MC² Texas shop and operated by the MC² team.

As world events forced Samsung to pause their touring operations and reevaluate the program's future, they decided there was a critical need for community support.  The MC² team worked with the CheilWorldwide and Samsung teams to support their efforts during the crucial first months of the pandemic. When the world started to open up again, the tour shifted back to its original promotional efforts, allowing local Texans the opportunity to get a personal, hands-on yet socially responsible experience with their latest product line. 

With various Samsung-sponsored events canceled due to Covid-19, The fleet of Samsung Galaxy Rovers filled their tanks and took to the road helping Dr. Jackson deliver donations to communities impacted by the virus. Dr. Cheryl Jackson founded Minnie’s Food Pantry in 2008 to honor her mother, Minnie Hawthorne-Ewing. Dr. Jackson and her team began working with various sponsors and community partners to source more food and goods during the pandemic. Getting those donations to the pantry and to their clientele was something else altogether.

Call it luck or call it fate, we call it working together.

Silver Winner Award

Best Pandemic-Era Tour