Under the South Korean company’s tagline #DoWhatYouCant, Samsung has launched a new campaign, courtesy of creative agency Leo Burnett Israel, production company Omri Paz, and director Tal Zagreba. Together, the three partners worked hard to boost Samsung’s core values by empowering people to do whatever it takes to overcome their own barriers.
It isn’t the first time we see the brand challenging people: About a year ago, the South Korean brand encouraged freestyle skier Gus Kenworthy to come out and speak about his true self. Although he admitted that the statement he was about to make might ruin his career, he was surprised to see that all the messages he received were supportive of his actions. Kudos, Samsung, for believing in such a man. And now, yet again, congratulations for believing in every human being that’s out there.
To support Samsung’s complex movement, the Tel-Aviv-based agency created a short film in which we see people confronting their own limits. The words “You Can’t” accompany each actor in the video while they seem to determine their lives. There’s a nervous young dancer, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a skeptical audience. The frightening words still looming over them: YOU CAN’T!
Luckily, everything changes with a positive twist: The words “You Can’t” suddenly start to bring a new meaning – “You Can’t Miss Your Chance/ You Can’t Let Anything Stop You/ You Can’t Give into Your Fears/ You Can’t Take No for an Answer.” After the film shows the inspiring people overcoming their own barriers, it ends with the already-known Samsung tagline: #DoWhatYouCan’t.
Speaking about Samsung’s most recent campaign, director Tal Zagreba explains the company’s intentions: “The core idea was to take Samsung’s brand slogan ‘Do What You Can’t’ and to manifest it into an epic film, featuring real characters who struggle against physical and psychological barriers to achieving greatness. Amongst the participants, you can find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’, the first private initiative spacecraft to land on the moon; Romy Barnea, a child dancer prodigy; and Katya Krasner, a professional downhill rider. These inspiring people overcome their hurdles with courage and passion; in other words, by doing what they can’t, they are becoming invincible.”
Are you ready to challenge your inner self? You aren’t? Then take some inspiration from Samsung’s campaign! Maybe this way you’ll find the strength and courage to confront your biggest fears… Just remember: Do what you can’t!
Credits:
Client: Samsung
Agency: Leo Burnett Israel
Agency Credits:
CEO: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Account Officer: Idit Zukerman
Art Director: Meital Miller
Creative: Elad Gaizler, Oren Ben Naim, Harel Livne
Agency Producer: Simi Ben Zikri
Account Supervisor: Orian Liber
Account Executive: Reut Fried
Production & Direction Credits:
Director: Tal Zagreba
Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner
Production Company: Omri Paz Productions
Producers: Omri Paz, Ravit Aviv, Ophir Sorriso Tal
AD: Amir Melamed
DOP: Lael Utnik
Art Director: Racheli Levin
Styling: Deborah Ohana
Makeup: Dorit Cohen
Gaffer: Irmi Kwiat
Grip: Golan Kwiat
Editor: Shahar Beeri
Casting: Ana Fainstein
Locations: Idan Bardach
Post Production: Dima Lydkhov
Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)
Recorded by the Česká Philharmonic
Sound Design: Sidney Toledano
Storyboard: Robert Moreno Meikins
Head Of Marketing Division: Ronen Salem
Marketing Manager: Gil Bar-Zvi
Marketing Manager: Ornit Bauer
Digital Marketing Manager: Yarden Sidi
Marketing Manager Corporate Affairs: Mia Segal
Marketing Analyst: Daniela Lahav