Samsung Beijing 2022 Winter Olympics
United by Passion
Seizing Opportunities
in Challenging Times
AN OLYMPIC CYCLE FULL OF UNCERTAINTY
As the Tokyo Olympics approached, many anticipated chaos and controversy. Yet, a fresh narrative emerged, driven by the dynamic spirit of Gen Z.
For this generation, the Tokyo Olympics weren't all about legendary feats like Michael Phelps' medal haul. Instead, they celebrated the athletes' diverse personalities, experiences, and styles. This shift offered invaluable insights as we developed our strategy for Beijing, closely observing the Tokyo events.
A ONCE IN A LIFETIME OPPORTUNITY TO CAPITALIZE ON INSIGHTS GAINED FROM THE PREVIOUS OLYMPICS
Unusually, the 2022 Beijing Winter Olympics followed closely after the Tokyo Games, which took place in the Summer of 2021, allowing us to apply these learnings immediately. Despite Beijing's own controversies, we saw the importance of focusing on athletes over nations.
For Gen Z, the Olympics had shifted away from relentless perfection. They embraced athletes who presented their full selves, engaged with fans and made community impacts beyond sports.
OUR APPROACH
In a divided world, the Beijing Winter Olympics were no exception. Yet, Gen Z athletes defied conventions, redefining what it means to be an Olympian. With their fluid identities and modern approaches, these athletes could unite us.
In this pivotal moment, Samsung embraced the opportunity to connect with a global audience by spotlighting how today's athletes personify the values of a new generation.