Samsung targets Gen Z with free educational platform 'Not a School'

Rapper Lady Leshurr is promoting the experience in an online film

Published On
Sep 09, 2020

Editor's Pick

Samsung is debuting an online learning program for "Generation Z," offering 18-25 year olds access to "unorthodox mentors, activists, entrepreneurs and business leaders."

The campaign, dubbed "Not a School," has been developed from agency Iris, and evolved from a previous experiential activity in Samsung’s London. flagship store, Samsung KX. While another store experience had been planned, with the coronavirus pandemic the agency decided to develop a virtual platform and has partnered with online education partner, FutureLearn, to bring the experience to life online.

The platform is being promoted by a film starring British rapper Lady Leshurr, an ambassador for the program, seen here. Other ambassadors include editors in chief of Gal-dem Liv Little, and film maker and climate activist Jack Harries.

Two courses will be available; the first is an immersive course for 100 young people nationally recruited from diverse backgrounds who will receive intimate mentoring and support, and the second is a self-led learning experience open to all.

Course themes will include: "Respecting Our Differences Online: how can difference of opinion bring us closer together online?" as well as "Turning Climate Anxiety into Positive Action: how can technology unlock activism in everyone" and "Building human connection in a digital world." There will also be skills sessions on areas such as starting a new business, and the importance of networking, collaboration and self-belief. Applicants can register for the course from September 21 online


Sep 09, 2020
Client :
Agency :
Creative Director :
Richard Hayter
Creative :
Calum Langley
Creative :
Ric Blank
Producer :
Adam Reid
Group Account Director :
Rachael Anthony
Account Manger :
Annabel Baker
Director :
Amy Becker-Burnett
Head of Production :
Peter Maynard
Producer :
Selena Cunningham
Joe Douglas
Motion GFX Designer :
Jess Gorick
Post Producer :
Oliver Darriet-Fisher
Editor :
Pete Hills
Edit :
Grade :
Luke Morrison
Grade :
Online :
Ross Smith
Online :
Toby Cherrill
Online :
Sound Design :
Dave Williams
Sound Design :
Track :
Composer :
Frankie Teardrop
Artist :
Frankie Teardrop
Label/ Publisher :
One Two Many Records
Label/ Publisher :
One Two Many Publishers
Music Supervisor :
David Bass
Music :

Need a credit fix? Contact the Creativity Editors

Project Type