Samsung unveils new medals for the Paris Olympic and Paralympic Games, celebrating the spirit of openness.
Created by London-based Bartle Bogle Hegarty, the Openness Medal was developed based on the insight that Gen Z is more interested in the stories behind the athletes than the actual competition.
Younger generations are also using social media to follow and interact with these athletes, showing the importance of being open.
The Openness Medal encourages people to overcome challenges and open their minds to new possibilities by sharing their past failures.
The medal will allow Gen Z to learn more about the stories of Team Samsung Galaxy (TSG) athletes such as Hugo Didier (Para swimming, France), Son Heung-min (Football, South Korea) and Yeri Kim (Breaking, South Korea).
For example, the film about Sky Brown (skateboarder, UK) tells the story of how she tore her ACL and how she overcame the injury. The film was produced by Black Sheep Studios.
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”.
TSG and Team Galaxy influencers will be participating in the campaign through dedicated social media content and an Openness Medal TikTok challenge.
The campaign will run from July 26th to August 11th and will include ongoing social content from TSG athletes, Team Galaxy influencers and fans.
Neil Clark, creative director at Bartle Bogle Hegarty London, said: “We all fail. We all make mistakes. We all break down. Winning is just part of the journey. The Openness Medal is about accepting failure as a normal part of life, overcoming obstacles and hopefully inspiring more young people to be open about sport and never give up.”
Other TSG athletes confirmed to participate include Leisa Leal (Skateboarding, Brazil), Sarah Bee (Breaking, France), Yvan Wowange (Blind Football, France), Laura Tambling (Skateboarding, Great Britain) and Kadeena Cox (Para Athletics and Cycling, Great Britain).
The campaign was written by Clark, Lawrence Bushell and Ben Clapp, with art direction by Jay Phillips, Luke Till and Shwan Hamidi.
Media planning and buying was handled by Starcom.
