Seizing the


What we did

  • Communication strategy /
  • Content marketing /
  • Design & creative development /
  • Messaging /
  • Video & animation /

How do you build a world-beating brand? This 20-year history of Samsung’s partnership with the Olympics shows how.

Celebrating the 20th anniversary of Samsung’s partnership with the Olympic Games, we set out to capture the success of a massive 20-year marketing strategy.

We demonstrated how the brand, once a discount electronics maker, became a global giant and an essential part of the Olympics.

We teased out a theme that would draw a metaphor: Samsung’s trajectory follows that of an Olympic athlete. Even the best athletes in the world start out as unknowns before becoming legends.

This metaphor would also enable us to show the symbiosis between two powerhouses, Samsung and the Olympics, and carry the comprehensive history of the relationship across 300 pages, notable for the bold design that echoes the brand.