Olympic ambitions

11.02.2016 Samsung : Teen : Gen Viz
#TheOnlyWayToKnow by 72andsunny for Samsung, Global

Global – The teen stars of this year’s Winter Youth Olympic Games grapple with their inner demons in Samsung’s latest campaign.

  • The smartphone manufacturer is an official partner of the 2016 Games, hosted in the Norwegian town of Lillehammer
  • Using its Gear technology, Samsung will enable a global audience to live stream the action in virtual reality 

#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. 

The Big Picture

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.

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