Samsung Galaxy | Open Always Wins | Paris Olympics 2024

In April (100 days out), Samsung unveiled a new, three-part docu-series celebrating the skateboarding, breaking and surfing communities on the Road to Paris 2024. The series, produced in partnership with the World Surf League (WSL), as well as Street League Skateboarding (SLS) and the Pro Breaking Tour (PBT), explores the iconic subcultures of each sport, their shared belief in openness and the impact that being part of the Olympic Games has on their communities — past, present and future. “Concrete Dreams” and “Breaking Boundaries” premiered in April, and “The Next Wave” was released in May, timed to coincide with the WSL Tahiti Open. In addition to dedicated screenings for skateboarding, breaking, and surfing communities, the films were shared across Samsung and the League’s owned platforms, were covered by top-tier media, and aired on Eurosport this summer.

This project was a key part of Samsung’s Olympic and Paralympic Games Paris 2024 campaign, ‘Open always wins,’ which claims that with an open mind, anything is possible — a motto these communities live by every day. Content from the docu-series was also integrated throughout Samsung’s Paris 2024 Games-time activation and marketing program, to further reach and resonate with key audiences. Team Samsung Galaxy athletes, including Paris 2024 surfing silver medalist Jack Robinson (Australia) and bronze medalist Johanne Defay (France), street skateboarding bronze medalist Rayssa Leal (Brazil) and silver medalist Jagger Eaton (USA), and park skateboarding silver medalist Sky Brown (Great Britain), WSL World No. 1 John John Florence, and breakers Grace "Sunny" Choi (USA) and Karam Singh (Great Britain) were featured in the films. Since their release, the films have been viewed more than 15 million times on Samsung’s YouTube channel alone.

Paris was Samsung’s most successful Games yet across key KPIs. Share of voice reached 31.8% (a 47% increase from Tokyo), we received 45 billion impressions, 17.7K mentions (a 208% increase from Tokyo), 42 million+ potential reach from TSG, 831.5 million impressions in target media, and 1.9K engagements.