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Samsung and Leo Burnett Help Marathon Runners Burn Calories to Feed the Needy

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The more calories runners burn in the Tel Aviv Marathon, the more food Samsung will donate to Israel’s largest soup kitchen

Samsung and Leo Burnett Help Marathon Runners Burn Calories to Feed the Needy
Samsung is the official sponsor of the Tel Aviv Marathon - Israel’s biggest sports event of the year. It has been for a number of years and true to a tradition started in 2017 with the “Samsung Gaming Marathon”, it has decided to use that occasion to do good.
So this year it is launching the “Samsung Calories Marathon”: A marathon where the more calories you burn, the more food products Samsung donates on your behalf to the needy.
Working together with the Pitchon Lev soup kitchen –the country’s largest soup kitchen which services over 250,000 Israelis each year with food products and basic needs - Samsung has pledged to match each calorie burnt with a similar calorie-rich food product it will donate on runners’ behalf to the organisation.
So if you take into account that a normal person weighing 75 kilograms would probably complete the 42 kilometre marathon in just under four hours – we’re talking about burning close to 4,000 calories multiplied by at least 40,000 participants – that’s the rough equivalent of 320,000 meals!
How will Samsung manage it? Runners will be outfitted with a special calorie counting band and to show people at all times how many calories have already been raised and burnt, the company will set up a live calorie counter on Rabin Square – Tel Aviv’s central square right opposite town hall. On Marathon day, runners crossing the finish line will be directed to a branded compound where besides getting a personal video of their run – they will be invited to choose the food products that match the number of calories they burned and compile the food package that will be donated on their behalf.
But that’s not all. To amplify Samsung’s effort, the company will be setting up “Samsung Calories Stations” at high traffic density spots and shopping malls throughout the country– where people will be invited to run on treadmills and add their burnt calories to the general ‘burnt calories’ count. An activity that will allow people to donate their calories once, twice or more.  

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Composer: Roy Shen Zoor

Music Company: Monster Music


Sound Design: Roy Shen Zoor

Production Company

Director: Tal Zagreba

Co-Production: Great Guns

Co-Producers: Laura Gregory, Sheridan Thomas

Media Agency

Media Agency: Publicis Media


Director: Robert Moreno

Producer: Robert Moreno

Storyboard Artist: Robert Moreno

2D Animation: Robert Moreno, Niv Shpigel, Naama Zarfaty, Alon Richter, Guy Shimron, Guy Osnat

Clean Up Animation : Naama Zarfaty, Ori Anne Hail

Concept Art: Tim Razumovsky, Niv Shpigel, Robert Moreno


Advertiser: Samsung Israel

Creative Agency

Creative Agency: Leo Burnett Israel

Chief Creative Officer: Ami Alush

Strategist: Liz Stull

Creatives: Oren Ben Naim, Meital Miller

Producer: Simi Ben Zikri

CEO: Adam Polachek

VP Client Services: Idit Zukerman

Account Supervisor: Sapir Aharoni

Account Management: Gal Teitel Ram

Studio Manager: Sagi Valenstain

Traffic : Maya Varochik

Communications Director: Eva Hasson

Categories: Phones, Consumer Electronics

Leo Burnett Worldwide, Wed, 13 Feb 2019 13:12:05 GMT