Olympic ambitions
#TheOnlyWayToKnow by 72andsunny for Samsung, Global

Olympic ambitions

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

Article/18969 #1
#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.

Discover More News
Depop campaign reframes second-hand fashion as secret to personal style

News

Depop campaign reframes second-hand fashion as secret to personal style

Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date.
Fashion : Sustainability : Resale
Dermalogica launches digital community for skincare professionals

News

Dermalogica launches digital community for skincare professionals

Dermalogica has launched its Pro Community hub, a digital space designed by skin therapists, for skin therapists, with the ambition to become the U...
Dermalogica : Neo Community : Community
Stat: US study suggests Gen Alpha are fuelling cinema revival

News

Stat: US study suggests Gen Alpha are fuelling cinema revival

A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, comp...
Stat : Stats : Statistic
Volkswagen puts authenticity first in new social storytelling campaign

News

Volkswagen puts authenticity first in new social storytelling campaign

Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to...
Visual : Mobility : Volkswagen
Fairmont amplifies luxury with Devialet soundscapes

News

Fairmont amplifies luxury with Devialet soundscapes

Fairmont Hotels & Resorts is elevating its global hospitality experience through a new partnership with French audio innovator Devialet.
Hospitality : Sound : Travel And Hospitality
Stat: Regular personal care emerges as a preventive health tool

News

Stat: Regular personal care emerges as a preventive health tool

Personal care routines are being reframed as a tool for holistic wellbeing, according to a new report from Kenvue, the parent company of brands suc...
Stat : Statistic : Beauty
Sephora and Lady Gaga reframe beauty through belonging

News

Sephora and Lady Gaga reframe beauty through belonging

Sephora has unveiled a campaign with Haus Labs by Lady Gaga, spotlighting beauty as a force for belonging and self-acceptance.
Sephora : Beauty : Inclusivity
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, the Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and viral moments we’re all talking about. Here...
Foresight Friday : Fragmenting Societies : Misinformation
Stat: Great wealth transfer looms for young Americans

News

Stat: Great wealth transfer looms for young Americans

A new survey from insurance agency Choice Mutual reveals that two-thirds of Americans aged 18–43 expect to receive, or have already received, an in...
Stat : Statistic : The Great Wealth Transfer
KitKat launches commuter camouflage hoodie for uninterrupted travel breaks

News

KitKat launches commuter camouflage hoodie for uninterrupted travel breaks

KitKat has released a limited-edition Commuter Camouflage hoodie that blends into the patterned seats of Australian public transport, designed to g...
Advertising : Food : Australia
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN