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To drive engagement with gen Z audiences around Samsung’s Paris 2024 theme, Samsung has created The Openness Medal campaign, designed 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.

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. The Openness Medal, created with BBH London, 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 recognizing 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.

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.”

The campaign will run from July 26th – August 11th and will include ongoing social content from TSG athletes, Team Galaxy influencers, and fans.