Intimacy is at the heart of this campaign. Most sports advertising is based around the idea of superhuman feats.We wanted to focus on the truly human aspects of these athletes. We wanted eat, breathe, and sleep in these athletes’ natural conditions... family dinners, competition, and on the ground during the Olympics. Bringing the #DoWhatYouCant attitude straight to the consumer during the action of the world’s biggest sporting event.

We brought household Olympic names into the conversation for Samsung while showcasing their trials and tribulations. Humanizing these superheroes along the way The pressure of being a 17 year old Gold Medal favorite in her parents home country. The isolation of being the first gay action sports Olympian. We told real human stories in a high end documentary format shot on location in the athlete’s homes and on the ground during the Pyeongchang Olympics days before the athletes competed in the biggest competitions of their lives. Releasing days before competition and days after while the Olympics were still a relevant conversation.

According to 3rd party research, “Road to Pyeongchang” had the highest brand engagement and affiliation of any of Samsung Electronic America’s marketing efforts for the past 12 months. An astonishing feat for one of America’s top 10 advertisers with little to no paid spend.