Samsung Olympics

Our goal was to create a powerful connection between the audience and the Olympic spirit, highlighting athletes pushing their limits, breaking barriers, and defying expectations. The campaign needed to be more than just a showcase—it had to inspire, resonate globally, and spark conversations across multiple platforms.

We brought this vision to life by engaging millions of people during the Rio 2016 Olympics, delivering an authentic, immersive, and impactful experience while staying true to the campaign concept - “Do What You Can’t.”

Person taking a photo of an Olympic stadium through their smartphone.
A person holding a badminton shuttlecock above a badminton racket with an out-of-focus background. Text on the image reads "Golden opportunities are for the taking."
An athlete running on a dirt trail in a green field with mountains in the background, wearing a green sports jersey, with overlaid text that says, 'No matter what, he's already way ahead.'
A male marathon runner with dark skin and a shaved head, wearing a red athletic tank top, participating in a race with a crowd of spectators in the background. The image includes the text "Never let his past define him." and a logo of Samsung and the Olympics.
Two male synchronized swimmers standing on diving blocks before a competition, with a swimming pool and electronic scoreboard in the background.
Tokyo 2020 Olympics track and field event with athletes jumping over a hurdle, casting shadows on the blue track, along with Nike and Samsung logos and the phrase 'When dedication meets destiny'.
Close-up of a hand holding a gold Olympic medal with a colorful ribbon, with the text "Firsts will never be forgotten" in the background. Logos of Samsung and the Olympic Games are at the bottom right.
Crowd of people at a stadium cheering, with one person in the foreground wrapping a flag around their shoulders, caption reads 'Together, we win.'
A person riding a horse in an indoor equestrian arena with large audience seating, banners, and Olympics branding.
Olympic stadium lit up at night with fireworks and the message 'May you break records and barriers' overlaid.
A promotional image for the 2016 Rio Olympics showing a hand with a bandaged finger above a wooden barrier. The text reads 'Balance through barriers.' The Rio 2016 logo and Olympic rings are also visible, along with a Samsung logo and the phrase 'Worldwide Partner.'
Two judo athletes in blue and white gis competing in a match, with one executing a throw on the other during a sporting event.
A person diving into a pool with a blue background and a motivational quote, 'Never run from fear. Dive into it.' The image features the Samsung logo and Olympics branding.
A gymnast performing a handstand on a green and yellow background with the text 'Defying the odds of gravity' and Samsung Olympic Partnership logo.
A sprinter in a red athletic uniform starts a race on a blue running track with start blocks, with the words 'Unstoppable hope.' displayed across the image, and logos of Samsung and the Olympic Games in the lower right corner.
Olympic parade with athletes and spectators, and the message 'Hope has a team of its own.' displayed on the image.
A rugby ball is being held by a person with black gloves and white tape on their fingers during the Rio 2016 Olympics. The ball has the Olympics rings, Rio 2016 logo, and World Rugby logo on it. The background shows out-of-focus people wearing yellow.
Olympic athlete smiling and waving, wearing a USA jacket with Nike logo and a small American flag patch, outdoors with blurred trees in background.
A female athlete named Martinez running in a race at the Rio 2016 Olympics, with a focus on her determined expression, wearing a blue sports top, with the words 'One step closer' overlaid on the image.
Purple hashtag #DoWhatYouCant on a dark gradient background.
A control room filled with people working on laptops, with multiple screens displaying data, graphs, and sports events, during nighttime in an urban setting.
A person with glasses and a white shirt working on a laptop at a dimly lit wooden table, with blurred people and warm lights in the background, seen through a glass window.
People working on laptops and tablets at a long table in a room with a cityscape view at night, reflected through a window.
World map highlighting cities including Chicago, New York, Miami, Puerto Rico, Seoul, London, Rio de Janeiro, and São Paulo with lines connecting the cities to their locations.
A collection of logos from various media outlets and news organizations on a black background, including Yahoo!, The Guardian, ADWEEK, Sports Illustrated, ABC News, The Washington Times, Gizmodo, The New York Times, Forbes, The Verge, USA Today, MSN, CBS, Advertising Age, and The Huffington Post.