Samsung: Samsung Calories Marathon by Leo Burnett Israel & Great Guns

Great Guns Director Tal Zagreba has directs a new Samsung campaign for the Tel Aviv Marathon, created by Leo Burnett and co-produced by Great Guns. The film celebrates the launch of the ‘Samsung Calories Marathon’, which introduces a charitable spin to Israel’s biggest annual sports event: the more calories the runners burn, the more food products Samsung donates to the needy.

The animated 30-second film takes viewers on an electrifying journey alongside the marathon runners. The film cleverly weaves together food and sport with action-packed framing and vibrant colours. The runners are transformed into heroic figures who zigzag to avoid colossal cans of food and activate energy power-ups that propel them towards the finish line.

Samsung teamed up with Israel’s largest soup kitchen, Pitchon Lev, which services over 250,000 Israelis each year with food products and basic needs. Samsung has pledged to match each calorie burnt with a similar calorie-rich food product it will donate on runners’ behalf to the organization. Runners will be outfitted with a special band that will monitor how many calories have been raised and burnt – these will be displayed in real time in Tel Aviv’s central Rabin Square. The public will also be invited to get involved through branded treadmill stations throughout the city, where they will be able to donate their calories to those in need.