Global – The teen stars of this year’s Winter Youth Olympic Games grapple with their inner demons in Samsung’s latest campaign.
#TheOnlyWayToKnow sheds light on the athletes’ self-doubt as they prepare for a crucial time in their fledgling careers. Will they rise to the challenge and triumph in Lillehammer or be cast off and forgotten, forced to give up on their dreams?
Narrated as an internal monologue, the campaign shows how the support of friends, family and followers on social media emboldens the athletes when they are at their lowest.
‘All athletes, especially teen athletes, face a debilitating amount of doubt and pressure. Together we fight these pressures and celebrate young athletes everywhere,’ said Samsung, who worked with agency 72andsunny Amsterdam on the campaign.
New campaigns are using inner-voice monologues to show a range of human emotion and to demonstrate that they understand their core audience. Find out more in our Anti-authenticity Marketing macrotrend.