SAMSUNG Celebrates the Shared Journey behind Every Win at Milano- Cortina Winter Olympics 2026

Milan, January 26, 2026. Samsung launches today its new global campaign for the Milano-Cortina Olympic and Paralympic Games 2026, ideated  by global boutique agency LePub, 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 film brings this perspective to life, making this perspective resonate powerfully through a heartfelt and human  narrative. It follows an athlete and her father through years of passionate training, quiet encouragement, setbacks,  and small triumphs reframing success as the result of shared commitment. At the climactic moment, the athlete uses  Dual Recording on her Samsung Galaxy device to share her victory, symbolically opening the win to those who made  it possible. The message is clear: when you bring others into your biggest moments, everyone wins. 

The campaign will roll out globally during the Olympic and Paralympic Games, airing on TV across Europe and digitally  worldwide. The media plan is supported by maxi OOH and DOOH placements in iconic Italian locations, showcasing  real athletes sharing victory moments with those behind their success, captured on Galaxy Z Flip7. These include Ian  Matteoli with his competitors, Jacopo Luchini with his father, Flora Tabanelli and Miro Tabanelli as siblings, as well as  athlete friends and athlete teammates.  

With LePub, Samsung celebrates medals moments to spotlight the collective effort behind every win, reinforcing that  victory is a team sport and that openness always fuels connection and progress.