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New Campaign around Verizon’s New 5G from the community

Here is the latest Verizon campaign, developed in partnership with cross-cultural creative agency the community, ahead of the launch of its new 5G Ultra-Wideband.

“Firsts” celebrates the brand’s legacy as an industry leader as the brand prepares to unveil Verizon 5G, yet again proving its position at the forefront of the fourth industrial revolution. 

Featuring footage from 1983, “First Call” shows the first commercial wireless phone call in Chicago as Verizon engineer John Foley shares his memories from that day. 

The second spot, "First to CDMA,” includes a 1989 video of Los Angeles-based Verizon engineers testing CDMA technology, which allows users to make calls on the move without losing signal. While the first two spots draw on the past, the third and final one looks toward the future. 

 “First to 5G” unpacks the different “firsts” the brand’s engineers completed in order to create the first and only 5G Ultra-Wideband – a development that, ultimately, will change how people learn, work, and live.

All three spots will run across broadcast TV and online video. Please see below for a full list of team credits and let me know if you would like to cover this campaign.

Team Credits
Agency: the community
Chief Creative Officer and Co-Founder: Joaquin Molla
President: Luis Montero
Creative Director: Raphael Franzini
VP, Managing Director: Ana Bermudez
VP, Integrated Production: Laurie Malaga
Account Director: Carmen Graham
Lead Production Director: Carlos Gutierrez
Lead Documentarian: Yoav Attias
Sr. Content Strategist: Dee Nuncio
Account Supervisor: Daniela Ramirez
Sr. Account Associate: Sarah Silberstein
Director of Business Affairs: Natalie Greenman
Sr. Business Affairs: Daphne Papadopulos

Production: THE MAKERS LAB
Senior Post Production Manager: Sharon Campos
Post-Producer: Edwina Lantigua
Video Editors: David Becerra, Felipe Echevarria
Sound Designer: Marvin Aguado

Brand: Verizon
EVP, Chief Marketing Officer: Diego Scotti
SVP, COO of Marcom: Andrew McKechnie
VP, Brand Creative: Dave Bowen
Executive Director, Digital Marketing & Activation: Chris Paul
Head of Creative Brand Marketing: Jamie Davies
Social Marketing Manager: John Gottstein

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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.

Director, Tal Zagreba, was tasked with evoking a powerful marathon experience through a minimalistic approach using only the marathon’s logo and Samsung’s logo colours. In developing the right look, Tal and animation director, Robert Moreno, were inspired by the Japanese anime they loved as children, such as The Animatrix, Akira and Mob Psycho 100.

Tal comments: “This is my third collaboration with Leo Burnett and it has been a true pleasure each time. Adam Polachek [CEO] and Ami Alush [CCO] are brilliant people with real guts – with them, I always know that there’s something special on the table. This time, a visual immediately came to mind of products evolving from the runners’ sweat. The guys loved the idea and gave me complete creative freedom to fulfil my vision.”

About Great Guns
Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skillsets is to match talent to project, in any budget range.

Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.

In the last year alone, Great Guns garnered multiple awards including 4x D&AD, 4x Cannes Lions, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cristal, 7x Kinsale, Golden Drum, CLIO, APA 50, The LIA Awards and was awarded Epica Production Company of the Year and LIA Europe Production Company of the Year.

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