Samsung’s ‘Openness Medal’ celebrates resilience in sport
By Ella Horncastle on Wednesday, July 31, 2024
Those of us athletically challenged have pretty much given up on winning an Olympic medal, but this may no longer be the case…
As the partner of the Paris 2024 Olympics, Samsung has created an ‘Openness Medal’ as part of a campaign hoping to inspire Gen Z to celebrate the spirit of openness and resilience.
The unique, transparent medals will be awarded to various individuals during the Olympic and Paralympic Games including athletes, coaches, parents, and teachers.
Fans are encouraged to nominate and recognise those who embody the spirit of ‘Openness’ and are willing to embrace challenges and share their stories of overcoming failures.
Leading the charge are Team Samsung Galaxy athletes, such as Sky Brown (Skateboarding, Great Britain), Ugo Didier (Para Swimming, France), Heung-min Son (Football, South Korea), and Yeri Kim (Breaking, South Korea) who have opened up their feelings and stories via social media.
The campaign comes off the back of insights that Gen Z value the narratives behind athletes more than the competitions themselves… Need I mention Simone Biles’ documentary, Drive to Survive or Married to the Game?
Neil Clarke, creative director at BBH London, emphasized that the campaign aims to normalize failure and inspire perseverance in sports. Running from July 26 to August 11, the campaign hopes to create a social movement featuring continuous social content from TSG athletes, influencers, and fans.
