As part of its sponsorship of the 2016 Rio Olympic Games, Samsung Electronics Australia has partnered with Australian Olympians, Jessica Ashwood, Scott Westcott and Shane Rose and Paralympian Jessica Gallagher to launch a powerful digital campaign entitled #DoWhatYouCant.
The four part content series details the extraordinary plight of these athletes and celebrates their personal progress by sharing their stories of determination.
Philip Newtown, corporate vice president and chief marketing officer, Samsung Electronics Australia said: “The Olympic and Paralympics is the absolute summation of personal sacrifice and determination – individuals on a relentless pursuit to defy what others think isn’t possible. We get this. Our company is built on a heritage of defying barriers which is why we’ve created #DoWhatYouCant. By sharing these inspiring stories of the pioneering spirit, perseverance and the will to get back up again against the odds, we hope to inspire Australians to reconsider the barriers of success.”
The ‘Do What You Can’t’ mini-series highlights personal battles of sacrifice, illness and never giving up. The series champions what the athletes have been through, as well as the broader qualities they represent. The mini-series includes:
Jessica Ashwood- has severe scoliosis which developed when she was in her early teens. She’ll be swimming in the 400m Freestyle Women and 800m Freestyle Women.
Jessica Gallagher – Is legally blind and represents Australia internationally in three sports: skiing, athletics and cycling –
Scott Wescott – Is a Marathon runner debuting at his first Olympics at age 40. He’s been trying to qualify since Sydney 2000 and hasn’t given up
Shane Rose – Is an Olympic Equestrian who has survived throat cancer and almost life ending coma
Samsung Ambassador and Olympic long-distance swimmer, Jessica Ashwood said the campaign was a reminder of the impact that determination and resilience can have on our lives.
“I suffer from severe scoliosis, which means my spine is badly twisted. It affects my balance and is incredibly painful at times. I need physiotherapy after every training session to realign my spine. I was told I could have surgery and a brace to overcome the scoliosis but it would mean I would never be able to swim again. I had to make a choice and I decided to swim– because I can,” Ashwood said.
The local campaign coincides with Samsung’s global announcement, where the electronics giant unveiled the Galaxy S7 edge Olympics Games Limited Edition and on-ground activations throughout Brazil to mark the official launch of Samsung’s global Rio 2016 Olympics Games campaign. Activations will include:
Samsung Galaxy Studio: The interactive studios will feature a variety of activities, including enhanced virtual reality experiences where fans can feel the exhilaration of various Olympic sports first-hand. A new and unique 4D VR offering will be available at select Studios where fans can step outside their comfort zones and into specially designed seats to feel the high-speed thrill of kayaking, a ride that has to be felt to be believed.
The Rio 2016 App: The official application of Rio 2016, “The Rio 2016 App”, developed by Samsung in collaboration with the Rio 2016 Organising Committee, provides athletes, fans and consumers with 24/7 updates on all of the latest Olympic news
The ‘Olympic Athletes Hub’: The “Olympic Athletes’ Hub” app, developed by the IOC, will be installed on each Olympian device, where they will find relevant information to make the most of their experience at the Olympic Games Rio 2016.
- Client: Samsung Electronics Australia
- Agency: Leo Burnett Sydney
- Media: Starcom MediaVest
- Public Relations: Edelman Public Relations