The brief
Samsung is top tech partner and main sponsor for the Tokyo 2020 Olympics Games
Through the partnership, Samsung & the IOC want to redefine and deepen the engagement with the next generation Olympic audience: Millennials & Gen Z. We were asked to create a long-term platform to be activated in the lead up to Tokyo 2020 and beyond - pivoting digital and social engagement. With a world preparing to Zig, the challenge was finding the Zag.
The Zag
While everyone was talking about sport, we flipped the conversation to togetherness and diversity
Empowering a young global audience with tools to better understand each other and move a step closer together, in the purest spirit of the Olympic Games. On the media and language they love. And doing all this by leveraging Samsung innovation and the hottest tech around, and plugging it right at the heart of the official Tokyo 2020 Olympic app.
ROLE
Creative lead,
Art Director
Client
Samsung Worldwide,
International Olympic Committee
Agency
BBH London
World Lens AR Mobile App
A non-linear journey through 8 highly-interactive AR experiences, each celebrating a different cultural insight from the world. To learn about other cultures and move a step closer together.
The lenses will be released through the duration of the Olympic Games. Each lens teaches users about the world’s diverse cultures, fostering shared understanding and awakening a sense of openness and curiosity. Ultimately empowering users with tools to connect in real life, making the world a better place for all.
01
Story
Each experience starts with a story, a snackable and highly visual content providing context unpacking the cultural insight
02
Challenge
Then the AR challenge:
8 highly-interactive challenges, where users
learn through the latest AR technology
03
Reward
Finally, the selfie, to share and celebrate with the world what they’ve learned - and help users remembering the insights
Amplification
01
Athletes version
Athletes and influencers will help spreading our content organically even further. Olympic athletes will be equipped by Samsung with latest devices - with our AR experiences pre-installed - to help spreading the message even further.
02
Ecosystem & touch points
It all starts with our experiences, pushed with sponsored athletes through social media as organic content. Then, bouncing our content between digital touch points, World Lens will transcend the app into main social platforms;
03
Onsite activation - Tokyo
As part of World Lens, onsite activation in Tokyo Stadium would bring the platform to life across media, delivering the lenses in immersive space.
The global pandemic made this side of the project fall through, but you can check it here.
Official IOC Tokyo 2020 App
App is accessed from the Tokyo 2020 homepage. Our UG content will be surfaced on the Tokyo 2020 app, regularly updating the public on World Lens initiative.
World Lens Global Launch
App is introduced to the public through bespoke website and IOC official Channels. Athletes GC will be seeded online generating attention for the initiative.
UGC on Social
Curated selection of UGC from users around the world and Olympic athletes is organically shared on main social platforms to propel the hype.
Opening Ceremony Lens
Special Opening ceremony AR experience to generate PR coverage - athletes and the public to release the first personal AR dove, all at the same time.
Samsung.com + Digital Channels
A sheer amount of content from all around the world to be shared on Samsung digital channels, allowing the brand to engage on the ongoing CSR initiatives.
CSR for a Better World
We want to celebrate the world cultures and expose a new audience to new insights through AR, empowering them with tools to better understand each other.
