RULEBREAKER - KID COLOMBIA
| Title | RULEBREAKER - KID COLOMBIA |
| Brand | SAMSUNG BENELUX |
| Product/Service | MOBILE - SAMSUNG GALAXY S8 |
| Category |
A01. Direction |
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Entrant
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CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
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|
Idea Creation
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CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
PR
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Production
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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’ mind-set. 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 Jeffry Verschoor, better known as Kid Colombia. He was adopted from Colombia at the age of three and grew up in the Netherlands. As a 7-year-old boy, he decided to do the one thing in life he liked. No maths, no history, no school, just breakdancing. When he dropped out of school, his teacher told him he was throwing away his future. But he taught himself breakdancing on the street, competed in the Dutch Open Breakdance Contest, and took second place. Now, this 18-year-old young man is one of the best breakdancers in the world, from Japan to Colombia.
Execution
The directing challenge was to make the viewer ‘feel’ the struggle of Jeffry and the energy he needed to follow his own path. We’ve made this film as pure as possible by applying three style elements:
1. A hard-lit, pure and rough ‘interview’ setting, to make it even more credible and personal.
2. Footage shot on the Galaxy S8 to emphasise authenticity, bringing the viewer close to the main character. There is also video footage from Jeffry’s private archive, showing him breakdancing during a dance battle.
3. Cinematographic, abstract shots to create emotion and impact and to visualise his fight against the rules. We see Jeffry in a tight suit in a gymnasium with straight lines on the floor and a dictating spotlight from above. This, in stark contrast to his freestyle breakdancing.
The impactful sound design and disruptive and impulsive editing style provides the film with extra emotional impact.