Samsung - "The gaming marathon"

Leo Burnett Israel

Leo Burnett Israel Bnei Brak, Israel

Awards

4336

Brand: Samsung
Country: Israel

Advertiser: Samsung

Title	The gaming marathon
Agency	Leo Burnett Israel
Campaign	The gaming marathon
Advertiser	Samsung
Brand	Samsung
Date of First Broadcast/Publication	2017 / 2
Business Sector	Consumer Electronics & Audio-Visual
Tagline	Samsung gaming marathon. Run. Play. Donate.
Story	SAMSUNG PRESENTS THE GAMING MARATHON WHERE YOUR RUNNING IS TURNED INTO A DONATIONIf you've ever participated in a marathon, you'll know that at every marathon event they use the chest chip and stepping pad combo as a system for measuring a runner's results. So this year, to capitalize on the massive participation in the Samsung Marathon - Israel's largest running event - we decided to HACK THE RUN FOR GOOD by turning the marathon course into a gaming track and the runners into players. How? By adding more stepping pads along the running course and turning them into game coin collection points.Every time a runner steps on one of the pads, he collects a coin which is registered in real time via his chest number chip, added to our database and turned into real money. At the end of the marathon, the sum accumulated is then donated on behalf of the runner to the charity of his choice. From our preliminary data, participation numbers are set to hit a new record high with 40,000 runners attending from all over the world (from over 40 different countries) so we're talking about lots of money that will be making a difference for many people. Now that's worth running for!
Media Type	Gaming
Length	44 seconds
Chief Executive Officer (CEO)	Adam Polachek
Executive Creative Director	Ami Alush
Copywriter	Oren Ben Naim
Copywriter	Oded Zur
Art Director	Meital Miller
Producer	Menny Zarhia
Account Director	Limor Michaeli
Account Manager	Tseela Freund
Account Executive	Inna Tubin