SAMSUNG LAUNCHES THE OPENNESS MEDAL WITH BBH
Samsung has launched The Openness Medal, designed to empower and celebrate athletes and fans who have the courage to overcome challenges and open up about failure. The first of the transparent medals has been awarded to Team GB skateboarding star Sky Brown.
To connect with Gen Z, the campaign focuses on the stories behind the athletes competing rather than the sports they play and launches with medals awarded to athletes including Ugo Didier (Para Swimming, France), Heung-min Son (Football, South Korea), and Yeri Kim (Breaking, South Korea).
The athletes will share personal stories of overcoming challenges, and then nominate someone in their lives who share their spirit of openness.
Samsung has also created the Openness Medal TikTok Challenge, which features a digital medal and TikTok branded effects where making simple gestures will create an interactive medal filter, so that fans worldwide can participate and share.
The campaign will encourage Gen Z audiences to share their own stories of openness to amplify engagement around Paris 2024 theme “Open always wins”.
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) and Kadeena Cox (Great Britain, Para athletics & Cycling).
Neil Clarke, Creative Director, BBH London said: “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.”
CREDITS:
Campaign title: The Openness Medal
Advertising agency: BBH London
Global chief creative officer: Alex Grieve
Executive creative director: Helen Rhodes
Creative director: Neil Clarke, Jay Phillips
Copywriter: Neil Clarke, Lawrence Bushell, Ben Clapp
Art director: 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 director: Jack Cumming, Caroline Barton, David McConnell
Account manager: 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 producer: Rory Reames, Sammi Roberts,
Agency digital producer: Holly Bedwell, Tash Allen
Media agency: Starcom
Production company: Black Sheep Studios
Director: Neil Clarke, Jay Phillips, Yuki Mondo (Sky Brown), Seulki Kim (Yeri Kim & Son Heung-min)
DOP: Kevin Avedissian (Ugo Didier)
Producer: Sophie Fitzgerald
Editor: 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