The Samsung Calories Marathon – Burning Calories to feed the needy | Animated Film

Samsung is the official sponsor of the Tel Aviv Marathon* – Israel’s biggest sports event of the year. It has been for a number of years and true to a tradition started in 2017 with the Samsung Gaming Marathon, it has decided to use that occasion to do good. So this year it is launching the Samsung Calories Marathon: A marathon where the more calories you burn, the more food products Samsung donates on your behalf to the needy.

Working together with the “Pitchon Lev” soup kitchen* –the country’s largest soup kitchen 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.

So if you take into account that a normal person weighing 75 kilograms would probably complete the 42-kilometre marathon in just under four hours – we’re talking about burning close to 4000 calories multiplied by at least 40.000 participants – that’s the rough equivalent of 320.000 meals!

How will Samsung manage it? Well, runners will be outfitted with a special calorie counting band and to show people at all times how many calories have already been raised and burnt, the company will set up a live calorie counter on Rabin Square – Tel Aviv’s central square right opposite the town hall. On Marathon day, runners crossing the finish line will be directed to a branded compound where besides getting a personal video of their run – they will be invited to choose the food products that match the number of calories they burned and compile the food package that will be donated on their behalf.

But that’s not all. To amplify Samsung’s effort, the company will be setting up Samsung Calories Stations at high traffic density spots and shopping malls throughout the country– where people will be invited to run on treadmills and add their burnt calories to the general ‘burnt calories’ count. An activity that will allow people to donate their calories once, twice or more.

The way we see it, the Samsung Calories Marathon means one thing: Run. Burn. Feed. Repeat.

Credits:
Agency: Leo Burnett Israel
Client: Samsung Israel
Campaign: Samsung Calories Marathon | Samsung Calories Stations
CEO: Adam Polachek
CCO: Ami Alush
VP Client Services: Idit Zukerman
VP Strategy: Shai Nissenboim
Strategic Planner: Liz Stull
Creative Team: Oren Ben Naim, Meital Miller
Account Supervisor: Sapir Aharoni
Account Manager: Gal Teitel Ram
Producer: Simi Ben Zikri
Studio Manager: Sagi Valenstain
Traffic: Maya Varochik
Marcom: Eva Hasson
Media: Publicis Media
Director: Tal Zagreba
Animation Director: Robert Moreno
Animation Production: Robert Moreno
Co-Production: Great Guns
Co-Producers: Laura Gregory, Sheridan Thomas
Storyboard: Robert Moreno
Concept Art: Tim Razumovsky, Niv Shpigel, Robert Moreno
2D Animation: Robert Moreno, Niv Shpigel, Naama Zarfaty, Alon Richter, Guy Shimron, Guy Osnat
Clean Up Ink & Paint: Naama Zarfaty, Ori Anne Hail
Original Music & Sound Design: Roy Shen Zoor – Monster Music