Samsung: Do What You Can't by Leo Burnett
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In continuation of its global ‘Do What You Can’t’ platform, Samsung has launched a new campaign directed by Tal Zagreba.
The Great Guns director collaborated with creative agency Leo Burnett Israel and production company Omri Paz to bring the heartfelt new campaign to life for Samsung, which empowers people to overcome their barriers.
The film begins with vignettes of people confronting their supposed limits. The words ‘You Can’t’ seem to determine the fate of a nervous young dancer about to audition, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a sceptical audience. Suddenly, the meaning of the words is redefined with a positive twist to become ‘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’.
As the film depicts these inspiring individuals overcoming their barriers, it closes with the hashtag #DoWhatYouCan’t.
Credits
Client: Samsung
CMO: Ronen Salem
ATL Manager: Gil Bar-Zvi
Digital Manager: Yarden Sidi
PR Manager: Mia Segal
Agency: Leo Burnett
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 Siman Tov
Account Supervisor: Orian Liber
Accountant: Reut Fried
Production Company: Omri Paz Productions
Director: Tal Zagreba
Producers: Omri Paz, Ravit Aviv, Ophir Sorriso Tal
Storyboard: Robert Moreno Meikins
AD: Amir Melamed
DOP: Lael Utnik
Art Director: Racheli Levin
Styling: Deborah O Hana
Makeup: Dorit Cohen
Gaffer: Irmi Kwiat
Grip: Golan Kwiat
Co-Production: Great Guns
Co-Producers: Sheridan Thomas/ Laura Gregory
