In order to drive better engagement with Gen Z audiences throughout the 2024 Paris Olympic Games Samsung is celebrating the ‘Spirit of Openness’, a campaign focused on overcoming challenges and sharing past failures.

Designed to start a new social movement, ‘The Openness Medal’ is supposedly based off the insight that Gen Z are more interested in the athletes stories that the sports they actually compete in.

Devised by London agency BBH, the campaign will enable Gen Z to learn more about the stories behind Team Samsung Galaxy (TSG) athletes – including Sky Brown (Skateboarding, Great Britain), Ugo Didier (Para Swimming, France), Heung-min Son (Football, South Korea), and Yeri Kim (Breaking, South Korea).

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“We all fail. We all make mistakes. We all break. Winning is a tiny part of the journey,” Bartle Bogle Hegarty London creative director, Neil Clarke said.

“‘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.”

Running for the length of the Olympics (26 July to 11 August), the campaign will also including ongoing social media content from the Korean brand’s sponsored athletes, Team Galaxy Influencers and Fans. The medals themselves will be awarded throughout the games.