Winner of the latest Work of the Week is a Samsung film for the Polish market, which tells the story of how Tadeusz Kuziora trained for Poland’s first flight into to space but never left the ground.
Created by VML Poland, The Missed Spaceflight forms part of the tech brand’s wider integrated #DoWhatYouCant campaign. The evocative ad is more of a documentary; it follows Kuziora and his wife reminiscing about 1976 when he was in the running to become the first ever Pole in space.
Despite making the final four, he wasn’t selected to climb aboard the Soyuz 30 mission in the end. Enter Samsung, which recreated the same flight in virtual reality.
The film ends with Kuziora finally making his trip to space, albeit 40 years later in his back garden.
Pio Schunker, global head of integrated marketing, mobile communications business at Samsung Electronics, said of the wider campaign: “Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.
“Our brand work is the first articulation of this evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy that meaningful progress can only happen when you dare to defy barriers.”