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Samsung is global Olympic partner of the Winter Games and in the Netherlands proud sponsor of short trackers Sjinkie Knegt and Suzanne Schulting. The brief was to develop an Olympic campaign for this. But wouldn't it be much more interesting to use Samsung's technology to support the athletes? To actively contribute to improving performance and thus increase the chances of the Netherlands' first-ever Olympic gold in PyeongChang. #DoWhatYouCant
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Every millimeter counts
Until now, people judged how deep short trackers were sitting by eye and feel. Whilst every millimeter counts! Because the deeper you sit, the faster you go. In co-creation with short track national coach Jeroen Otter and movement scientist Bjorn de Laat, we developed the Samsung SmartSuit. With this, we measure to the millimeter the height of the hips to the ice.
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Media coverage
In no time, 470 million people knew about the Samsung SmartSuit and about Samsung being a real contributing tech sponsor for the Olympic short trackers. Dutch and even Korean sports federations are already keen on implementing the Samsung SmartSuit for short track and speed skating themselves.
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Results
1 (First ever!) - Olympic Gold Medal
1 (First ever!) - Olympic Silver Medal
1 - Olympic Bronze Medal
467,747,265 - Impressions
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Awards
- ESA - GAMECHANGER: GOLD
- ESPRIX - DURABLES: BRONZE
- ESPRIX - EXPERIMENTAL: GOLD
- ESPRIX - MEDIA, ENTERTAINMENT & COMMUNICATIONS: SILVER
- SAN - CORPORATE: WIN
- SAN - BRANDING 360: NOMINATION
- D&AD - DIGITAL MARKETING: WOODEN PENCIL
- D&AD - DIGITAL DESIGN: WOODEN PENCIL
- CLIO SPORTS AWARDS - INNOVATION: BRONZE
- CLIO SPORTS AWARDS - PARTNERSHIPS, SPONSORSHIPS & COLLABORATIONS: BRONZE
- CLIO SPORTS AWARDS - DIGITAL/MOBILE: GOLD
- CLIO SPORTS AWARDS - BRANDED ENTERTAINMENT & CONTENT: SHORTLIST
- CLIO SPORTS AWARDS - INTEGRATED CAMPAIGN: SHORTLIST
- CLIO AWARDS 2018 - PRODUCT DESIGN > FASHION & LIFESTYLE: BRONZE
- CANNES LIONS FESTIVAL 2018 - MOBILE LIONS: TECHNOLOGY - NETWORKED / CONNECTED: GOLD
- CANNES LIONS FESTIVAL 2018 - MOBILE LIONS: INNOVATIVE USE OF TECHNOLOGY: BRONZE
- SPIN AWARDS - USER EXPERIENCE: GOLD
- SPIN AWARDS - INNOVATION: GOLD
- SPIN AWARDS - MOBILE: SILVER
- SPONSORRINGEN - SPORT: GOLD
- THE LOVIE AWARDS - PEOPLE - ONLINE ADVERTISING - MOBILE & EXPERIENTIAL MARKETING: GOLD
- THE LOVIE AWARDS - ONLINE ADVERTISING - MOBILE & EXPERIENTIAL MARKETING - JURY: SILVER
- RED DOT - COMMUNICATION DESIGN - ADVERTISING > IMAGINES CAMPAIGNS: SILVER
- ONE SHOW - INTERACTIVE: SILVER
- ONE SHOW - UX/UI: BRONZE
- ONE SHOW - INTELLECTUAL PROPERTY: BRONZE
- EUROBEST - PR - BEST PRACTICES & SPECIALISMS - B.09 SPONSORSHIP & BRAND PARTNERSHIP: SILVER
- EUROBEST - ENTERTAINMENT A. ENTERTAINMENT - A.08 BRAND INTEGRATION & SPONSORSHIPS: BRONZE
- EUROBEST - INNOVATION & EXPERIENCE: SHORTLIST
- EUROPEAN SPONSORSHIPS AWARDS - GAMECHANGER: SHORTLIST
- EUROPEAN SPONSORSHIPS AWARDS - SPONSORSHIP FEE BELOW 1MLN EURO: SHORTLIST
- LIA AWARDS - INNOVATIVE USE OF DIGITAL: SHORTLIST
- ONE SHOW - MOBILE: SHORTLIST
- ADCN - INNOVATION: SHORTLIST
- ADCN - DIGITAL & SOCIAL & MOBILE: SHORTLIST
- ADCN - BRANDED CONTENT: SHORTLIST
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Want to reach gold together?
Tim de Waard
Creative Director
t.dewaard@cheil.com