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
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN