For the Sochi 2014 Paralympic Winter Games Samsung shows us athletes fighting everything they hate. Early mornings. Rain. Snow. Cold. Heat. Wind. Sidewind. Downward wind. Downhill. Uphill. Hell. It gradually speeds up to the moment where they succeed. Where they win. Where they lose. And that's where the real problem lies. "I hate losing"
Ad Agency : 72andSunny, Amsterdam
Production : Smuggler
Director : Henry-Alex Rubin
Executive Creative Director : Carlo Cavallone