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New Samsung Campaign Defies 'Can'ts' to Achieve The Impossible

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Inspirational film 'Human Nature' was created by Leo Burnett Worldwide and produced by Imperial Woodpecker

New Samsung Campaign Defies 'Can'ts' to Achieve The Impossible
The world may teach us can't, but we are all born to do what can't be done. Samsung and Leo Burnett Worldwide’s new film, “Human Nature,” is the brand’s latest iteration of its #DoWhatYouCant philosophy. 

The story begins with a crawling baby who is encouraged by her parent to stand and take his first steps in the world.

It then goes chronologically through time as children are taught what they “can’t” do in life and the limitations they are confined to; this is further reinforced in adulthood.

The film reaches a grinding halt when a woman with an amputated leg surrenders by saying she can’t do it. Eventually, she realizes her inner strength to defy barriers and achieve what can’t be done.

“Human Nature” shows that “can” is innate while “can’t” is taught. Samsung stands for those among us who refuse to accept the limitations that society forces upon us, who dare defy the “can’t” and achieve the impossible.
The film debuted in the U.S. during the Winter Olympics opening ceremony and has been rolled out on broadcast, social and digital channels across global markets. 
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Artist: The Killers

Mix: John Binder and Pete Erazmus

Sound Design: Another Country


Edit Company: Cabin Edit

Editor: Sam Ostrove and Scott Butzer

Producer: Michelle Dorsch

Post Production / VFX

Post Production Company: The Mill

Colourist: Adam Scott

Producer: Natalie Ksiazek

Production Company

Production Company: Imperial Woodpecker

Executive Producer: Charlie Cocuzza

Director: Mark Zibert

DOP: Ross Giardina

Line Producer: Robby Mooring


Brand: Samsung

Director: Director, Global Marketing Team, Mobile Communication Division

Assistant Marketing Manager: Assistant Manager, Global Marketing Team, Mobile Communication Division

Senior Manager, Global Creative: Senior Manager, Global Marketing Team, Mobile Communication Division

Creative Agency

Creative Agency: Leo Burnett Worldwide

Chief Creative Officer: Britt Nolan US

Executive Producer: Scott Kemper

Strategy Director: (EVP) Guy Lambert, (VP), Chris Bridgland

Executive Creative Directors: Madrid Executive Creative Director

Chairman: Mark Tutssel

Senior Producer: Michael Petrucelly

Senior Account Executive: Paanii Annan

Director of Music: Chris Clark

International Account Director:  Radim Svoboda Andrew Furth

Global Chief Creative Officer: Mark Tutssel

Associate Creative Director: Luis Marques Julio D’Alfonso, Travis Klausmeier

Categories: Utilities, Mobile phones

Leo Burnett Worldwide, Mon, 26 Feb 2018 18:12:18 GMT