Inside Samsung’s Winter Olympics Campaign That Reimagines Victory
Samsung has launched its global campaign for the Milano-Cortina Olympic and Paralympic Games 2026, 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 films have been developed as part of Samsung’s 'Open always wins' campaign and aim to reframe how victory is represented as a shared human experience rather than an individual achievement.
The films spotlight an athlete’s journey with a parent’s emotional perspective, bringing both points of view into the same moment. Three social-first films feature Italian national athletes and Team Samsung Galaxy members Ian Matteoli (Snowboard), Flora Tabanelli (Freestyle Ski), and Miro Tabanelli (Freestyle Ski). These films explore coach–athlete and sibling dynamics behind elite performance.
Building on the success of the 'Victory Selfie' first introduced at Paris 2024, the films bring athletes and their support systems into the same frame, turning individual achievement into a shared moment and reinforcing Open Always Wins as both a brand belief and creative lens.
Rather than focusing solely on podium moments, the campaign shifts perspective to the broader support system behind every win, including parents, coaches, siblings, teammates, and fans, built around the core idea that, 'Victory is a team sport'.
