RULEBREAKER - RUBEN LENTEN
Title | RULEBREAKER - RUBEN LENTEN |
Brand | SAMSUNG BENELUX |
Product/Service | MOBILE - SAMSUNG GALAXY S8 |
Category |
A01. Direction |
Entrant
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Idea Creation
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
PR
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Production
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Credits
Norman Groenewegen |
Cheil Benelux |
Associate Creative Director |
Pepijn Spanjerberg |
Cheil Benelux |
Associate Creative Director |
Thijs de Boer |
Cheil Benelux |
Executive Creative Director |
Peter Hamelinck |
Freelancer |
Freelance Creative |
Roos Bulder |
Samsung Benelux |
Manager Marketing Communications & Channel Marketing IMD |
Marius Klijzing |
Samsung Benelux |
Senior Product Manager Mobile Phones |
Gerben van Walt Meijer |
Samsung Benelux |
Head of Marketing IMD |
Mariska Kloezen |
Cheil Benelux |
Managing Director |
Judith Langeslag |
Cheil Benelux |
Account Director |
Pirke Bergsma |
Pirke Productions |
Agency Producer |
Willem Bos |
CZAR |
Executive Producer |
Frank Coenen |
CZAR |
Executive Producer |
Jona Honer |
CZAR |
Director |
Paul Ozgur |
CZAR |
DOP Lighting Cameraman |
Annelien van Wijnbergen |
Kapsalon |
Editor |
Joppo de Grot |
De Grot |
Director |
Justin Bakker |
The Bakery |
Post Production Artist |
Jorrit Kleijnen |
Paraphrase |
Sound Engineer |
Taco Drijfhout |
Paraphase |
Sound Engineer |
Femke Koenen |
Samsung Benelux |
Trainee Marketing Communication IMD |
Brief Explanation
We portrayed five Rulebreakers who in their own way embody the ‘Do What You Can’t’ mentality. Through perseverance, self-awareness and drive, these Dutch celebrities have made their mark and inspire others to do the same: to follow their own path.
This portrait tells the story of extreme kitesurfer Ruben Lenten. His life ground to a halt when he was diagnosed with lymph node cancer. Normally, if you can beat this disease, there’s only a small chance you’ll be able to reach your former physical capacity. But Ruben fought back and despite the advice of all the doctors, he got back on his board again. Now, as a true Rulebreaker, he continues to fight every storm as one of the best kitesurfers in the world.
Execution
The directing challenge was to make the viewer ‘feel’ Ruben’s barrier and the energy he required to break it. That’s why we’ve made this film as honest and pure as possible, by applying four different style elements to tell a single story:
1. A hard-lit, pure and rough ‘interview’ setting, to make it even more credible and personal.
2. Video footage from Ruben’s private archive, with scenes in the hospital to make it personal and communicate the context.
3. Footage shot on the Samsung Galaxy S8 that Ruben installed in his kite.
4. Cinematographic, abstract shots to create emotion and impact, showing the ride and the thrill, the struggle and the pain, and in the end, the glory.
The impactful sound design and disruptive and impulsive editing style provides the film with extra emotional impact.