Samsung — Winter Olympics
Samsung — Beijing Olympics
Athletes and fans united beyond nations.
The Film —
Olympics fandom has changed over the years, and Gen Z doesn’t just root for the best of the best or the home team hero. They follow athletes that are multifaceted: a diver that knits on the sidelines, a figure skater that designs their own styles, luge competitors who double as gamers and so on. They go beyond tradition, they’re united beyond nations.
Agency — Le Truc / Leo Burnett
Director — Alaska