In Europe 60% of students don’t go to university after high school. Samsung is involved with educational projects in schools in more tha...
In Europe 60% of students don’t go to university after high school. Samsung is involved with educational projects in schools in more than 20 countries and want to make teenagers think about the importance of continuing to study and following their dreams. That’s why Samsung and Leo Burnett made a social experiment never done before.
The protagonists Michael, a 19 years old boy just graduated who is fairly sure about going to work with his dad renouncing to his dream to become a doctor. In fact he is a bit scared/worried from all the years of studying and he fears he’s not good enough.
It was decided to make him live an experience he’ll never forget, The Impossible Talk: for the first time a teenager was given the possibility to meet his future self.
Through a wide casting it was found an actor that would look like Michael in 40 years. He played the role of a doctor in a fake interview, this was shown to Michael and then they were make meet.
The doctor explained all the difficulties of his job, like all the years spent studying. But, above all, he explained how much he loves it and that he would done that choice all again.
Michael was deeply moved by the encounter with his future self. Thanks to Samsung he opened his eyes on what his future could be, he understood the importance of believing in himself, because this is the first step to make his dreams come true.
The social experiment made by Leo Burnett commits to Samsung vision that is inspiring people to create their future. It is one of many others projects of Corporate Citizenship that the brand is developing with the agency.
The project, with the executive creative direction of Francesco Bozza and Alessandro Antonini, was developed with Bedeschi production while the director is Andrea Cecchi.
Ad Agency: Leo Burnett Italy
Client: Samsung Electronics Italia
Executive Creative Director: Francesco Bozza, Alessandro Antonini
Creative Director: Marco Viganò
Senior Art Director: Filippo Formentini, Cinzia Caccia
Senior Copy Writer: Maria Chiara Alegi
Brand Leader: Bruno Borsetto
Account Director: Carlotta Piccalunga
Account Executive: Francesca Ajelli
Agency Producer: Alessandra Caldi
Regia: Andrea Cecchi
DOP: Mik Allen
Casa di produzione: Bedeschifilm
Executive Producer: Giovanni Bedeschi
Producer: Giacomo Tabone Producer
Editor: Lorenzo Colugnati
Post Produzione: Francesco Rota
Direttore di Produzione: Mara Adina
Musica originale: Fabio Gargiulo per BKM Production