Thousands of athletes have been preparing for the biggest sports even of the year, Rio 2016 Olympic Games, for quite some time now. In 9 days they are going to compete for the most desired medals there are and that could be won once in four years, thus promoting themselves to legends who are broadly adored in their countries. One of the biggest conglomerates, Samsung, seems to have adopted this practice in building up their own way to Rio as a proud sponsor of the Summer Olympics and is introducing a world without barriers that tells everyone to #DoWhatYouCant.
In April the company released a 36-minute documentary directed by Academy Award Winner Morgan Neville titled “A Fighting Chance” which shows Samsung’s empathy towards those who push themselves beyond limits. The powerful film portrays athletes from Lesotho, Dominican Republic and Vanuatu trying to be among the 1% of over one million athletes that train to qualify for the Olympic Games.
At the beginning of July Samsung introduced a limited Olympic edition of its flagship phone, S7 Edge, sporting a black frame and set of Olympic rings colours. Three weeks later, as the wait intensifies, Samsung unveiled another strong video story about how South Sudanese athletes like Margret Rumat Rumat Hassan can become a great pride of their entire nation and have their names chanted by millions of supporters for the first time.
Samsung – The Chant:
What definitely feels like Samsung’s “pièce de résistance”, we get to hear an anthem build up from fragments of various competing nations that beautifully melt together creating a message of global unity to show the true power and spirit of Olympic Games.
Samsung – The Anthem
Has this been too sentimental for you? It seems like Samsung has an answer for that too… On a slightly less serious, and lot more funny note the South Korean giant, in cooperation with BHH, has released a series of videos starring comedian Jack Whitehall who schools the Team GB athletes in at rowing, cycling and boxing.
Samsung – The School of Rio
And as a last cherry on the top of this all sits Samsung’s video – directed by AG Rojas – that promotes the WSL World Championship Tour in surfing called the “Snail”, in which the company celebrates how the world’s best surfers push their limits and spread the love of the sport to new and unexpected parts of the world. With surfing making a debut at the Tokyo 2020 Olympics, we are in for a treat.