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Samsung: Do What You Can't by Leo Burnett

Client: Samsung
Date: Jul 2019
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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