Samsung #DoWhatYouCant, empowers people to overcome their barriers
In continuation of its global Do What You Can’t platform, Samsung launches an epic 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 #DoWhatYouCant 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.
Director Tal Zagreba comments: “The core idea was to take Samsung’s brand slogan Do What You Can’t and to manifest it into an epic film, featuring real characters who struggle against physical and psychological barriers to achieve greatness. Amongst the participants, you can find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’, the first private initiative spacecraft to land on the moon; Romy Barnea, a child dancer prodigy; and Katya Krasner, a professional downhill rider. These inspiring people overcome their hurdles with courage and passion; in other words, by doing what they can’t, they are becoming invincible.”
About Great Guns
Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skillsets is to match talent to project, in any budget range.
Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.
Great Guns continues to perform consistently well in international awards – garnering multiple awards including D&AD, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cannes Lions, Cristal Kinsale, and The LIA Awards. It has also been awarded Epica Production Company of the Year and LIA Europe Production Company of the Year.
Watch Previous Campaign
Credits
Client: Samsung
Campaign: #DoWhatYouCant
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
Editor: Shahar Beeri
Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner
Casting: Ana Fainstein
Co-Production: Great Guns
Co-Producers: Sheridan Thomas/ Laura Gregory
Locations: Idan Bardach
Post Production: Dima Lydkhov
Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)
Recorded by the Česká filharmonie
Sound Design: Sidney Toledano
