| Title | RULEBREAKERS |
| Brand | SAMSUNG BENELUX |
| Product/Service | SAMSUNG GALAXY S8 |
| Category |
A04. Series: Fiction & Non-Fiction |
|
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 |
The Campaign
We portrayed Dutch millennials who follow their own path – those with the courage to make their own unconventional decisions despite rules, opinions and convention. Boundaries are meant to be pushed and barriers are made to be broken. That’s how the Rulebreakers view life.
To engage millennials in social media, these portraits had to be as personal as possible. That’s why they had to feel more like self-portraits, made by the Rulebreakers themselves. To achieve this, we included them in the creation of the films, allowing them to film parts of the video with their own Galaxy S8, and letting them tell their stories in their own words, with their own voices.
Creative Execution
When watching these films, they have to feel not like portraits about the Rulebreakers, but rather self-portraits made by the Rulebreakers. In order to engage millennials and keep their attention on social media, we made these films as honest and pure as possible, applying three 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. Footage shot on the Samsung Galaxy S8 to make it authentic, close to the main character and depict the context. Which barriers and rules did they have to break?
3. Cinematographic, abstract shots to create emotion and impact: the sacrifice, the struggle, the pain and, in the end, the glory.
The disruptive and impulsive editing style provides the films with extra emotional impact.
The Rulebreakers campaign focuses on millennials: those with a 5 to 6-second attention span for ads (according to comScore Study / July 2017). We needed 80 to 120 seconds to be able to adequately tell the ‘do what you can’t’ story of each Samsung Rulebreaker.
We knew that the videos had to be very impactful to reach millennials and keep them interested. With 250M+ impressions altogether and a view-through rate in several media of 40%, the results of the campaign far exceeded our expectations.
We created 5 portraits of ‘Rulebreakers’: people who in their own way embody the ‘Do What You Can’t’ mind-set. Through perseverance, self-awareness and drive, these Dutch celebrities – millennials – have made their mark and inspire other millennials to do the same; to follow their own path, and do what they can’t.
These films are genuine, intriguing personal stories. They are honest portraits of Rulebreakers telling their own unique stories. It’s pure entertainment; just the Rulebreaker’s story, without specs, features and other product information.
In addition to the Global Assets campaign ‘Unbox your phone’, focusing on product USPs, the local engagement campaign brings the ‘Do What You Can’t’ mind-set to life. What is it like to break through boundaries, defy barriers and go your own way? We aimed to inspire millennials to do the same, to follow their own path, and ultimately to buy a phone that reflects this mind-set: the Samsung Galaxy S8. No tech and specs; simply inspiration and engagement.