Capturing Gen Z’s attention is a relentless fascination for brands. Samsung and BBH London have discovered that Gen Z is more interested in the stories behind the athletes than the actual competition and uses social media to follow and interact with these athletes.
So the partners have created The Openness Medal campaign, a competition to draw Gen Z into the Paris Olympics buzz. It’s not about winning. it’s about being open about the challenges faced and failures endured. The campaign aims to start a social movement to celebrate the spirit of openness and those who open themselves up to new possibilities by overcoming challenges and sharing past failures.
Neil Clarke, creative director, BBH London, commented, “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 normalise failure, overcome challenges, and hopefully inspire more young people to be open to sport and to not give up.”
The Openness Medal will allow Gen Z to learn more about the stories behind Team Samsung Galaxy (TSG) athletes – including Sky Brown (Skateboarding, Great Britain), Ugo Didier (Para Swimming, France), Heung-min Son (Football, South Korea), and Yeri Kim (Breaking, South Korea) – and give fans the opportunity to participate by nominating and recognising others.
The transparent medals will be awarded during the Olympic and Paralympic Games to athletes, coaches, parents, school teachers, fans and those who embody this spirit of Openness.
The campaign will encourage Gen Z audiences to share their own stories of openness to amplify engagement around Open always wins. TSG, Team Galaxy influencers, and more will participate in the campaign through dedicated social media content, and the Openness Medal TikTok Challenge.
Additional Team Samsung Galaxy athletes confirmed to participate include Rayssa Leal (Brazil, Skateboarding), Sarah Bee (France, Breaking), Yvan Wouandji (France, Blind Football), Lola Tambling (Great Britain, Skateboarding), Kadeena Cox (Great Britain, Para athletics & Cycling), and more.
The campaign will run from July 26 – August 11 and will include ongoing social content from TSG athletes, Team Galaxy influencers, and fans.
Credits:
Creative Agency: BBH London
Global Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Creative Directors: Neil Clarke Jay Phillips
Copywriters: Neil Clarke, Lawrence Bushell, Ben Clapp
Art Directors: Jay Phillips Luke Till, Shwan Hamidi
Designer: Andy Cooke, Adam Buckland, Jean André
Chief Strategy Officer: Will Lion
Planners: Dean Matthewson, Alexi Hall, Hugo Cain, Meg Anderson
Creative Practice Leader, Samsung: Adam Arnold
Business Lead: Chris Morey
Account Directors: Jack Cumming, Caroline Barton, David Mcconnell
Account Managers: Piers Brown, James Shirley, Abi Field, Alexandra Keenan
Chief Production Officer: Stephen Ledger-Lomas
Head of Production: Victoria Keenan
Head of Experience Production: Susan Liu
Agency Film Producers: Rory Reames, Sammi Roberts,
Agency Digital Producers: Holly Bedwell, Tash Allen
Production Company: Black Sheep Studios
Directors: Neil Clarke, Jay Phillips, Yuki Mondo (Sky Brown), Seulki Kim (Yeri Kim & Son Heung-Min)
DOP: Kevin Avedissian (Ugo Didier)
Producer: Sophie Fitzgerald
Editors: Liam Butler, Sofia Tavares
Illustrator: Jean André
Production Studio: UNIT9
Production Studio: Tommy
Post-Production Company: Cheat (Grade)
Post-Production Producer: Charley Rowland
Music Company: Black Sheep Studios
Media Agency: Starcom
