Cannes Lions

Samsung - The Impossible Talk

LEO BURNETT ITALY, Milan / SAMSUNG / 2017

Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Description

We made a social experiment whose protagonist is a real student that has finished the high-school and now has to do a choice: going to university to realize his dream to become a doctor, or going to work with his father. So we created THE IMPOSSIBLE TALK: for the first time we made a teenager meet his future self. We searched for a man that would look like Michael in 40 years, we made him play the role of a doctor, we shot a fake interview and we showed it to Michael. The doctor explained all the difficulties of his job (the years spent studying) but, above all, the satisfaction he gets every day. Michael was deeply moved. In this way we opened Michaels’ eyes of what his future could be, and we made him understand the importance of believing in himself to make his dreams come true.

Execution

We chose Michael, a 19 year old boy who was fairly sure about going to work in the family business instead of going to university. Really his dream was to become a doctor but he fears he’s not good enough. We made him live an experience he’ll never forget, THE IMPOSSIBLE TALK: for the first time we made a teenager meet his future self. We made a long casting to search for a man that would look like Michael in 40 years, we made him play the role of a doctor, we shot a fake interview and we showed it to Michael who was very shocked to see his future self. The doctor explained all the difficulties of his job (all the years spent studying for instance) but, above all, he explained how much he loves his job. In this way we opened Michaels’ eyes of what his future could

Outcome

more than 200.000 views in just a few hours.

Similar Campaigns

12 items

Shortlisted Spikes Asia
Make My Idea

LEO BURNETT SYDNEY, Sydney

Make My Idea

2018, SAMSUNG

(opens in a new tab)