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Samsung Brings the World Together for the 2016 Rio Olympics with 'The Anthem'

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Leo Burnett Chicago teams with Leo Burnett Sydney to launch touching & beautifully shot new film

Samsung Brings the World Together for the 2016 Rio Olympics with 'The Anthem'

With less than one month to go until the Opening Ceremony of the Rio 2016 Olympic Games, Samsung Electronics Co., Ltd., Worldwide Olympic Partner in the Wireless Communications Equipment, today debuted its marquee Olympic Games advertisement, titled “The Anthem.” As a continuation of Samsung’s global Olympic Games campaign, the TV and digital spot strives to break down barriers of geographic borders and to unite the world by combining segments of national anthems from several countries to form one anthem brought to life by athletes and fans across the globe.

“The Anthem” opens with a young girl from Australia singing a line of the Botswana national anthem into a Samsung Galaxy S7edge. Throughout the ad, the Samsung Galaxy smartphone travels to all corners of the world, capturing and sharing the voices of fans and athletes around the globe as they sing lines from other national anthems. Each line follows seamlessly to form a brand new anthem, giving viewers a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections.

“‘The Anthem’ is a reflection of the Samsung brand and our continuous pursuit to break down geographic barriers and unite the world through technology and borderless communication,” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “By singing one anthem, fans and athletes across the globe can feel a shared sense of pride and unity and together celebrate collective progress, which is integral to the spirit of the Olympic Games.”

Six global athletes are featured within the ad, each of whom has a unique story of defying barriers and pushing through constraints to make meaningful progress and achieve his or her goals. The athletes include:

- Tom Daley (Great Britain, Diving) – London 2012 Olympic Games Bronze Medalist, 10m Platform

- Alysia Montano (United States of America, Track & Field) – London 2012 Olympic Games, 5th place, 800m

- Arnaud Assoumani (France, Paralympic Games Athletics) – London 2012 Paralympic Games 2x Silver Medalist, Triple Jump F46 and Long Jump F46, Beijing 2008 Paralympic Games Gold Medalist, Long Jump F46, Athens 2004 Paralympic Games Bronze Medalist, Long Jump f46

- Margret Rumat Rumat Hassan (South Sudan, Track & Field)

- Shelley Watts (Australia, Boxing)

- Gabriel Medina (Brazil, Surfing) – 2014 WSL World Champion

These athletes will also be featured in a variety of digital and social content, leading up to and throughout Rio 2016 which will tell their stories of defying barriers and overcoming obstacles, helping fans across the globe connect with what it means to “Do What You Can’t.”

“The Anthem” is a continuation of Samsung’s Rio 2016 Olympic Games global campaign centred on athletes who persevere and never giving up for the sake of making meaningful progress. Earlier this year, Samsung began the campaign with the short documentary film, “A Fighting Chance” to showcase the inspiring story of four Olympic hopefuls from diverse countries who are fighting constraints and pushing the limits to help their countries make history. Samsung followed with “The Chant,” which celebrates personal progress made by athletes and fans through devices like the Galaxy S7 edge and Gear IconX that help them to defy distance and stay connected.

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Post Production / VFX

VFX Supervisor: Zach Wakefield

Visual Effects: a52


Arranger: Matthew O’Malley 

Composer: John Christopher Barnes

Creative Director: Gareth Williams, Daryl Pinsdorf, and Matthew O’Malley

Executive Producer: Jonathan Sanford 

Music Production: Human 

Sound Design: Daryl Pinsdorf 


Edit Company: Cartel

Editor: Andy McGraw

Creative Agency

Account Executive: Emily Smith

Account Supervisor: (Global) Huy Ngo

Chief Creative Officer: Mark Tutssel, Britt Nolan

Client Servicing: Amanda Quested

Creative Agency: Leo Burnett Sydney/Chicago

Digital Group Account Director: Radim Svoboda

Director of Music: Chris Clark

Executive Creative Director: Vince Lagana, Grant McAloon

Executive Producer: Matt Blitz

Group Strategy Director: Kara Yang

Senior Art Director: Nils Eberhardt

Senior Copywriter: Dave Govier

Senior Producer: Christopher Cochrane, Brian Behling

Strategy Director: Christopher Bridgland

Genres: Music & Sound Design, Scenic, Storytelling, Dialogue

Categories: Phones, Consumer Electronics

Leo Burnett Chicago , Fri, 22 Jul 2016 14:12:26 GMT