Cannes Lions
LEO BURNETT CHICAGO, Chicago / SAMSUNG / 2016
Overview
Entries
Credits
Description
A young man meets a girl and nervously writes his phone number on her hand. He asks for her number in return, but she dismisses his request by insisting she will call him and quickly drives away with her friends. The young man is left having to wait for her call. Over the next several days, he finds himself constantly checking his Samsung Galaxy S7 to see if she called or texted. He can’t get the girl off his mind. Then one day while washing dishes in his kitchen sink, he gets a call from a new number. Full of nervous excitement, he grabs the phone to answer, but it slips out of his wet hands and falls into the water-filled sink. It sinks to the bottom. His heart stops. But he quickly pulls it out and answers- the girl finally called. Thankfully, his Samsung Galaxy S7 is water-resistant.
Execution
We wanted the viewer to connect with the young man and feel the emotions he was experiencing after meeting a special girl. He needed to have charisma while acting vulnerable- he’s a good guy, and quiet. He’s not a player- he’s not used to getting attention from girls, which makes this chance encounter mean so much to him. As a result, it helped build his anticipation for her phone call, and the drama when the phone fell into the water. The casting was vital, and required several rounds of casting from several different countries, as the acting required subtle emotions to tell a compelling, believable story.
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