Samsung Electronics, Worldwide Olympic Partner in the Wireless Communications Equipment category and Official Team GB Partner, is running School of Rio Olympic and Paralympic Games campaign in the UK. The Samsung School of Rio campaign is designed to enhance the nation’s knowledge and enjoyment of Olympic and Paralympic events, with help from comedian Jack Whitehall. Following the success of Samsung School of Rugby, Jack will once again spend the summer being schooled by sporting heroes, including cyclists Becky James and Sir Bradley Wiggins, rowers Helen Glover and Sir Steve Redgrave, boxers Joe Ward and Katie Taylor, swimmers Ellie Simmonds and Susie Rodgers, equestrian riders Lee Pearson and Natasha Baker. Scripted in partnership with Jack, the campaign content is themed around durability, elegance and stamina; key features of the new Samsung Galaxy S7 and S7 Edge smartphones. The multi-platform Samsung School of Rio campaign is led by an introductory video, “A New Team”, replacing Martin Johnson and Lawrence Dallaglio with Steve Redgrave, and five hero films, used across media channels and supported through retail, digital and social activations. Additional content will include 360-degree virtual reality live interviews with athletes from Team GB’s base in Rio de Janeiro.
#SchoolOfRio Lesson 1: Stamina with Becky James and Sir Bradley Wiggins
“Stamina is an essential component of the successful cyclist’s toolkit. Just ask Sir Bradley Wiggins and Becky James, who have certainly clocked up some serious mileage on two wheels. Time to bring Jack up to speed on the significance of stamina, something we take incredibly seriously when it comes to battery life. The Galaxy S7 and S7 edge have a larger and more efficient battery than ever before, offering up to an incredible 22 hours talk time. What’s more, both the Galaxy S7 and S7 edge also support wireless charging for greater convenience on the go. Let’s walk and talk.”
#SchoolOfRio Lesson 2: Resilience with Helen Glover and Sir Steve Redgrave
“Rowing is an incredibly tough sport that requires physical and mental resilience to succeed, something Sir Steve Redgrave and Helen Glover have in abundance. But just how much resilience is in Jack’s locker? At least he can rest assured that his Samsung Galaxy S7 edge won’t let him down when tested by the water. In fact, both the Galaxy S7 and S7 edge incorporate beautiful design without compromise on durability thanks to their water and dust resistant build.”
#SchoolOfRio Lesson 3: Protection with Joe Ward and Katie Taylor
“The sweet science teaches the importance of defence as well as attack. Ireland’s Olympic boxers Katie Taylor and Joe Ward offer Jack a masterclass in protection, but not before he works out how exactly to enter a boxing ring. We thought it would be useful to sharpen up our Galaxy S7 and S7 edge defences too. With their Gorilla glass build. Knockout.”
#SchoolOfRio Lesson 4: Resilience with Ellie Simmonds and Susie Rodgers
“Early starts, countless lengths, endless drills. Swimmers endure a gruelling regime to make it to the top of their sport. Ellie Simmonds and Susie Rodgers take time out from their busy schedules to help toughen up Jack. That’ll be a first. Speaking of which, our Galaxy S7 and S7 edge are also our first Galaxy phones to feature capless water resistance, so you need not worry if you get a little too close to the edge of the pool.”
#SchoolOfRio Lesson 5: Elegance with Lee Pearson and Natasha Baker
“Dressage represents the highest expression of horse training. Luckily ‘elegance’ is Jack’s middle name, as Lee Pearson and Natasha Baker discover. Sort of. You can at least feel effortless elegance with the latest Samsung Galaxy S7 and S7 edge. With its beautiful, innovative rear curved designs and compact dimensions, the Galaxy S7 and S7 edge fit comfortably in your hand, while the unique edge screen provides a range of functions, including enriched Apps edge and Task edge.”
Russell Taylor, Chief Marketing Officer, Samsung Electronics UK & Ireland, commented: “The Samsung School of Rio campaign will tap into the mood of the nation during the biggest sporting event in the world. We know how passionate British and Irish fans are during the Olympic and Paralympic Games and we want to bring fans closer to sport in an authentic, credible and imaginative way. A central brand belief for Samsung is that meaningful progress comes from daring to defy barriers and this is evident in the initiatives that are running across the globe to support Samsung’s Official Partnership with the Olympic and Paralympic Games – we are shining a light on athletes around the world who push the limits of what is possible. We are delighted to have some of the world’s best athletes helping Jack during the campaign.”
Commenting on the campaign, Jack Whitehall said: “The Olympic Games are the ultimate sporting event, bringing together the best athletes in the world and Sir Steve Redgrave to compete for medals. However, many fans don’t know the ins and outs of each event. I’d like to think that watching these films will equip the British public with the knowledge they need to enjoy the Games…and hopefully they won’t be too distracted by my athletic physique in a pair of swimming trunks.”
Olympic Legend Sir Bradley Wiggins added: “I’d love to say Jack was a model pupil and a natural out on the track, but well, he did his best. I thought at one stage we might have needed a pair of stabilisers to get him going but with a bit of coaching we eventually had him up and running. We had a great time filming and I think the public will really enjoy watching the film too, as well as hopefully learn a bit about the intricacies of our sport.”
Samsung School of Rio Credits
The Samsung School of Rio campaign was developed at BBH London by creative director Ewan Paterson, art director Jack Smedley, copywriter George Hackforth-Jones, producer Rachel Hough, assistant producer Sarah Cooper, print producer Marion Thibaudot, strategy director Darius Karbassioun, managing partner Will Nicholls, account director Patrick Farrell, account manager Jimi Saunders, working with Samsung chief marketing officer Russell Taylor.
Filming was shot by director Gabe Turner via Rattling Stick with executive producer Stuart Bentham and director of photography Federico Alfonzo.
Editor was Mark Edinoff at Work Post.
Visual effects and design were produced at The Mill by executive producer Carl Philips, producer Louise Baker, 2D lead artist James Pratt, 2D artists Adam Maynard, David Wishart, Brad Wood, colourist Mick Vincent, and colour assistant Jim Bracher.
Sound was produced at Factory.
Print elements were by photographer Will Morgan.
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