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Samsung, alongside agency BBH London, launched a new initiative at the Paris 2024 Olympics made to empower and celebrate athletes opening up about their personal challenges.
The "Openness Medal" campaign is a new social movement created to show the stories behind Samsung's Team Galaxy athletes.
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BBH London Creative Director Jay Phillips shared with DesignRush his sentiments behind the work:
"It’s not every brief that you get to help design a new medal for Paris 2024. Working closely with Samsung, production partners at UNIT9, and with the help of Parisian designer Jean André, we crafted a medal that symbolizes Openness."
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Through this initiative, the athletes will share their experiences in overcoming challenges and be awarded their very own transparent medals.
The Team Galaxy athletes include:
- Sky Brown (Skateboarding, Great Britain)
- Ugo Didier (Para-Swimming, France)
- Heung-min Son (Football, South Korea)
- Yeri Kim (Breaking, South Korea)
- Rayssa Leal (Skateboarding, Brazil)
- Sarah Bee (Breaking, France)
- Yvan Wouandji (Blind Football, France)
- Lola Tambling (Skateboarding, Great Britain)
- Kadeena Cox (Para Athletics & Cycling, Great Britain)
In turn, each athlete will nominate someone in their life who embodies the spirit of openness, spreading positivity through the Openness Medal.
Fostering Openness in Gen Zers
The latest effort from the brand and agency aims to drive engagement among Gen Z audiences, following the insight that they take an interest in the stories behind the athletes more than the actual competition.
To further its marketing push, Samsung and BBH London have also come up with the "Openness Medal TikTok Challenge," featuring TikTok-branded effects and an interactive medal filter that can be triggered by making small gestures.
Through this, Gen Zers and sports fans around the world can participate in the online movement.
Research has shown that nearly 40% of Gen Z prefers TikTok search to Google, which indicates the platform has surpassed the role of an entertainment platform and has become a powerful tool for brands to make themselves known.
For Samsung, leveraging influencer marketing and featuring its athletes through a popular platform like TikTok is a move that not only brings awareness to the brand but establishes it as one that champions openness.
Overall, the latest campaign hopes to encourage Gen Z audiences to spread positivity and amplify the campaign's underlying message, "Open always wins."
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"We all fail. We all make mistakes. We all break. Winning is a tiny part of the journey. The Openness Medal is here to help normalize failure, overcome challenges, and hopefully inspire more young people to be open to sport and to not give up," concluded Neil Clarke, creative director at BBH London.
The Openness Medal will run across digital, social, and out-of-home (OOH) advertising from July 26 to August 11.
This isn't the first time the global agency worked with Samsung.
Earlier this month, BBH USA developed and launched "The Next Big Thing Is You" campaign to promote the Galaxy AI's translation capabilities that break down language barriers.
Editing by Katherine 'Makkie' Maclang
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