Great Guns Director Tal Zagreba has directs a new Samsung campaign for the Tel Aviv Marathon, created by Leo Burnett and co-produced by Great Guns. The film celebrates the launch of the ‘Samsung Calories Marathon’, which introduces a charitable spin to Israel’s biggest annual sports event: the more calories the runners burn, the more food products Samsung donates to the needy.The animated 30-second film takes viewers on an electrifying journey alongside the marathon runners. The film cleverly weaves together food and sport with action-packed framing and vibrant colours. The runners are transformed into heroic figures who zigzag to avoid colossal cans of food and activate energy power-ups that propel them towards the finish line.Samsung teamed up with Israel’s largest soup kitchen, Pitchon Lev, 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 organization. Runners will be outfitted with a special band that will monitor how many calories have been raised and burnt – these will be displayed in real time in Tel Aviv’s central Rabin Square. The public will also be invited to get involved through branded treadmill stations throughout the city, where they will be able to donate their calories to those in need.CreditsCreditsADVERTISER: Samsung IsraelAgency: Leo Burnett IsraelCEO: Adam PolachekCCO: Ami AlushVP Client Services: Idit ZukermanVP Strategy: Shai NissenboimStrategic Planner: Liz StullCreative Team: Oren Ben Naim, Meital MillerAccount Supervisor: Sapir AharoniAccount Manager: Gal Teitel RamProducer: Simi Ben ZikriStudio Manager: Sagi ValenstainTraffic: Maya VarochicMarcom: Eva HassonMedia: Publicis MediaDirector: Tal ZagrebaAnimation Director: Robert MorenoAnimation Production: Robert MorenoCo-Production: Great GunsCo-Producers: Laura Gregory, Sheridan ThomasStoryboard: Robert MorenoConcept Art: Tim Razumovsky, Niv Shpigel, Robert Moreno2D Animation: Robert Moreno, Niv Shpigel, Naama Zarfaty, Alon Richter, Guy Shimron, Guy OsnatClean Up Ink & Paint: Naama Zarfaty, Ori Anne HailOriginal Music & Sound Design: Roy Shen Zoor - Monster Music