Samsung launches Openness medal with BBH

  • July 28, 2024

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.”

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