Description
Samsung launches today its new global campaign for the Milano-Cortina Olympic and Paralympic Games 2026, ideated by global boutique agency LePub, bringing its long-term brand platform Open Always Wins to life. As a top partner of the International Olympic Committee, Samsung has spotlighted the world’s biggest sporting stage to challenge how victory is traditionally portrayed, shifting the focus from individual triumph to shared achievement.
The campaign is rooted in the insight that while sport often celebrates the myth of the lone champion, the Olympic and Paralympic Games are built on togetherness. Behind every medal is a long, collective journey involving parents, coaches, teammates, friends and fans, a truth rarely reflected in how victory is conventionally captured and shared. Replacing the classic podium pose with a ‘victory selfie’, Samsung pushes this idea further for Milano-Cortina 2026 by embracing the moment of victory beyond the individual athlete.
The film brings this perspective to life, making this perspective resonate powerfully through a heartfelt and human narrative. It follows an athlete and her father through years of passionate training, quiet encouragement, setbacks, and small triumphs reframing success as the result of shared commitment. At the climactic moment, the athlete uses Dual Recording on her Samsung Galaxy device to share her victory, symbolically opening the win to those who made it possible. The message is clear: when you bring others into your biggest moments, everyone wins.
The campaign will roll out globally during the Olympic and Paralympic Games, airing on TV across Europe and digitally worldwide. The media plan is supported by maxi OOH and DOOH placements in iconic Italian locations, showcasing real athletes sharing victory moments with those behind their success, captured on Galaxy Z Flip7. These include Ian Matteoli with his competitors, Jacopo Luchini with his father, Flora Tabanelli and Miro Tabanelli as siblings, as well as athlete friends and athlete teammates.
With LePub, Samsung celebrates medals moments to spotlight the collective effort behind every win, reinforcing that victory is a team sport and that openness always fuels connection and progress.
This professional campaign titled 'Open Always Wins' was published in Italy and Multinational Worldwide in January, 2026. It was created for the brand: Samsung, by ad agency: LePub Milan. This Integrated medium campaign is related to the Electronics, Technology and Sports industries and contains 2 media assets. It was submitted 10 minutes ago.
Credits
SAMSUNG
Marketing director: Jay Kim
Senior marketing manager: Taeho Kong
Marketing manager: Seungki Lee
Marketing manager: Seolin Chae
Marketing manager: Seojung Lee
LEPUB MILAN
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director: Gaston Soto Denegri
Global Executive Creative Director: Jack Smedley
Associate Creative Director: Angela Celano
Associate Creative Director: Yucy Wang
Associate Creative Director: Jose Luis Sanchez-Horneros
Associate Creative Director: Shruthi Subramanian
KEY VISUALS & SOCIAL
Creative Supervisor: Elena Pinillos
Creative Supervisor: Beatrice Galli
Junior Art Director: Marco Basilico
Global Chief Strategy Officer: Bela Ziemann
Global Strategy Director: Iva Boksic
Strategy Director: Moushami Bhattacharya
Senior Strategist: Juliette Vignolet
Communication Strategist: Manali Duddalwar
Global Client Service Director: Aurélie Quenardel
Global Account Director: Marta Dell’Adami
Global Account Director: Amira Ramadan
Global Account Executive: Chiara Allievi
Chief Production Officer: Francesca Zazzera
Head of Video Production: Anna Sica
TV Producer: Giada Sidoti
TV Producer: Cinzia Morandi
Post Producer: Eva Grossutti
Art Buyer: Veronica Bottanelli
Art Buyer: Rosario Di Salvo
Production & Print Manager: Tina Paolella
Head of Digital Production: Vittorio Cafiero
Digital Producer Supervisor: Simona Caldarini
VIDEO PRODUCTION:
Director: Eliot Rausch
Production Company: Stink
Executive Producer: Solana Keenan
Producer: Tomas Smrcek
DP: Ben Fordesmann
PHOTO PRODUCTION:
Production: @Noruwei
Photographer: Florian Bison
Executive Producer: Nicola Morino
VIDEO POST-PRODUCTION:
Editor: Rob Myers/ Enrico Munarini
Grading: Company 3 (Matthieu Toullet )
Postproduction: Prodigious
Audio: Disc to Disc
MUSIC 30” + 15” + 6”:
Music Company: Sizzer
Music Supervisor: Richard Aardenburg
Music Licensing: Veronika Muravskaia
Executive Music Supervisor: Sander van Maarschalkerweerd
Title: Stay True
Artist: Gingerly feat Bokeh
Written by: Simon Hughes
Publisher: Simon Hughes
Master Owner/Label: Simon Hughes
MUSIC Long Version:
Title: Golden
Artist: EJAE, Audrey Nuna, Rei Ami
Copyright Owners: Netflix
Master Owner/Label: Simon Hughes
