MUMBAI: Samsung has launched the Openness Medal campaign to engage with Gen Z audiences in line with the theme of Paris 2024. It aims to start a social movement that celebrates the spirit of openness and those who overcome challenges and open themselves to new possibilities by sharing their past failures.
The campaign will run until August 11th and will include ongoing social content from TSG athletes, Team Galaxy influencers and fans.
According to the company, Gen Z is more interested in the stories behind athletes than the actual competition, and is using social media to follow and interact with athletes. The Openness Medal, created in partnership with BBH London, allows Gen Z to delve into the stories behind Team Samsung Galaxy (TSG) athletes, including Sky Brown (Skateboarding, Great Britain), Hugo Didier (Para Swimming, France), Son Heung-min (Football, South Korea) and Yeri Kim (Breaking, South Korea), and gives fans the opportunity to get involved by nominating and awarding other athletes.
The transparent medals will be awarded throughout the Olympic and Paralympic Games to athletes, coaches, parents, school teachers, fans and anyone who embodies this spirit of openness.
The campaign encourages Gen Z audiences to share their stories of openness to engage with the theme, “Openness Always Wins.” TSG, Team Galaxy influencers and others will participate in the campaign through dedicated social media content and the Openness Medal TikTok Challenge.
Other Team Samsung Galaxy athletes confirmed to participate include Leisa Leal (Brazil, skateboarding), Sarah Bee (France, breaking), Ivan Uwanji (France, blind football), Laura Tambling (Great Britain, skateboarding) and Kadeena Cox (Great Britain, para athletics and cycling).
Neil Clark, creative director at BBH London, said: “We all fail. We all make mistakes. We all get hurt. Winning is just part of the journey. The Openness Medal aims to normalise failure, overcome obstacles and inspire more young people to be open to sport and never give up.”
