SAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I
Bronze Eurobest
Title
SAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I
Brand
SAMSUNG
Product/Service
SAMSUNG GALAXY
Category
A01. Direction
Entrant Company
72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Advertising Agency
72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Production Company
STINK London, UNITED KINGDOM
Credits
Name
Company
Position
Carlo Cavallone
72andSunny
Executive Creative Director
Paulo Martins
72andSunny
Creative Director
Yann Corlay
72andSunny
Writer
Patric Franz
72andSunny
Art Director
Nic Owen
72andSunny
Managing Director
Rob Conibear
72andsunny
Group Brand Director
Katie Franz
72andSunny
Brand Manager
Abigael Smith
72andSunny
Brand Coordinator
Simon Summerscales
72andSunny
Director Of Communications Strategy
Stephanie Feeney
72andSunny
Director Of Strategy
Stephanie Oakley
72andSunny
Director of Film Production
Peter Williams
72andSunny
Producer
Eline Bakker
72andSunny
Producer
Madelon Pol
72andSunny
Business Affairs Director
Hoon Kang
Samsung
Head Of Sports And Entertainment Marketing
Daniel Kim
Samsung
Sports And Entertainment Marketing
Eliot Rausch
Stink
Director
Jon Chads
Stink
Executive Producer
Russell Icke
Whitehouse Post
Editor
Anya Kruzmetra
Glassworks Amsterdam
Senior Producer
The Campaign
This film is a story about co-dependency and the power of "we". It tells of each member of the surf community's gratitude for everything that made them excel. Grateful for both the positive and the challenging experiences, they appreciate all of them equally for motivating to pursue greatness.
Within this journey through the mind of the surf community, we took an honest, uncompromised look at what surf really is in 2015. It was the opportunity for us to touch on subjects such as mentorship, friendship, family, but also rivalry, haters, localism, sexism and racism. While vividly depicting such negative stigmas and even violent encounters with people who oppose their chosen lifestyle or culture, we also wanted to show how working through these challenges only made the surfing community stronger and more driven. To remain as authentic as possible and reach out directly to the core surf community, we involved some of the world’s most popular surfers in the story, but instead of focusing on their strengths and skills, we decided to shine a light on their fragility and weakness.
Creative Execution
When it comes to surf, there are already thousands of hours of footage available out there for anyone to see. To make this film stand out and feel different, our take was to approach surfing in a very cinematic way, as we take the viewer behind the scenes of the surf community. As we like to call it, this "non-surf surf film" tells a raw, human, emotional story, touching on subjects that anyone can relate to, and not only surfers. From fear to rivalry, pain, doubt, love, heaven, hell and everything in between.