Samsung has launched The Openness Medal campaign, in a bid to engage with Gen Z audiences during the 2024 Olympic games.

As a result, the campaign, in partnership with BBH London, aims to spark a social movement celebrating the spirit of openness, recognising those who embrace new possibilities by overcoming challenges and sharing their past failures.

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The Openness Medal, provides Gen Z with insights into the journeys of Team Samsung Galaxy (TSG) athletes, such as Sky Brown (Skateboarding, Great Britain), Ugo Didier (Para Swimming, France), Heung-min Son (Football, South Korea), and Yeri Kim (Breaking, South Korea).

It also invites fans to nominate and honour others who showcase this spirit.

The transparent medals will be awarded during the Olympic and Paralympic Games to athletes, coaches, parents, teachers, fans and others who embody the spirit of openness.

The campaign encourages Gen Z to share their own stories of openness to boost engagement with the theme “Open always wins.”

TSG athletes, Team Galaxy influencers and more will contribute through dedicated social media content and the Openness Medal TikTok Challenge.

The campaign will run until 11 August, featuring continuous social content from TSG athletes, Team Galaxy influencers and fans.

BBH London, Creative Director, Neil Clarke, said: “We all fail. We all make mistakes. We all break. Winning is a tiny part of the journey. The Openness Medal is here to help normalise failure, overcome challenges, and hopefully inspire more young people to be open to sport and to not give up.”