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

And at the end of the race, the equivalent of coins collected will be donated to the community in the participant’s name. The marathon is called ‘Tel Aviv Samsung Marathon’ and was launched on 24 February, 2017.
Take a look at the video here,

The video is pretty creative. The basic idea has been taken from classic video games like Mario and Sonic the Hedgehog. It starts with a person getting ready to run but as soon as he starts the scene changes into that of a video game. The details are very well kept in mind. The characters look like the ones in video games. The music is similar to our classic video games and a voiceover guides the viewer through all the stages.

It is a great idea for Samsung to introduce such a marathon as it is unprecedented. Also, it gives a feeling of gratification to the participant by doing something for the community. The brand has used emotional appeal in this campaign by introducing the donation part.

Credits:
Brand: Samsung
Campaign: The Gaming Marathon
Advertising Agency: Leo Burnett, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Manager: Tseela Freund
Account Executive: Inna Tubin