Richard Hayter

Samsung Not a School launch film,

featuring Lady Leshuur.


but Not a School


Creative director


Samsung, UK


September 2020


Social content, education programme

In 2020, Samsung research showed that 68% of 18–25-year-olds felt that traditional education hadn’t given them the right tools for success. A staggering 90% didn’t feel confident about their career prospects. So rather than put on a few courses in coding, we helped Samsung do something more ambitious. 

‘Not a School’ is a free, online shared learning experience. Mentored by an unconventional group of experts, students addressed the big issues that concern them – and the world – in ways that traditional education can’t match. The aim: to give Gen Z new hope and confidence in the future.

The launch campaign reached 12 million, resulting in almost 20,000 enrolments. Not a School won awards at Campaign BIG ’21, Campaign Experience Awards ’21, The Purpose Awards and picked up two gongs at the 2021 Global Good Awards.

Not a School explainer film