How Samsung Broke the Rules to Redefine Olympic Celebrations with ‘Victory Selfie’

For more than a century, Olympic and Paralympic medalists could only rely on official event photos to commemorate their celebratory moments. The rules against personal items on the podium meant that taking your own photos was simply off the table. However, Samsung changed everything at the Olympic Games Paris 2024 with ‘Victory Selfie’.

Breaking both rules and tradition, ‘Victory Selfie’ by Samsung in collaboration with IOC enabled athletes to capture and share their winning moments in any way they wanted through selfies taken with Galaxy phones on a custom app. Athletes were then able to instantly download their photos and share them on social media.

A guide video was also created for first-time Galaxy users and a selfie practice zone in the Olympic Village allowed athletes to test-run the technology.

To find out more about the campaign, LBB’s Sunna Coleman interviews Cheil Korea’s creative director Sohyun Lee who shares what sparked the idea, how athletes responded, and an especially meaningful moment between North and South Korean athletes.

LBB> What was the inspiration behind the 'Victory Selfie' campaign? Was there a particular moment or insight that sparked the idea?

Sohyun> The inspiration came from noticing that athletes, despite being influential figures, relied only on official photos, which felt outdated in today's digital age. We saw a disconnection: athletes, part of the selfie generation, naturally wanted to share their achievements on social media, but podium rules stopped them. Workshops and audience analysis confirmed that athletes had a strong desire to share their victories in real-time.

The challenge was to balance Olympic tradition with modern engagement. By collaborating with the IOC, Samsung ensured technology enhanced the podium experience. This led to the ‘Victory Selfie’ project, allowing medalists to use the Galaxy Z Flip 6 to capture and share their triumphs, redefining how Olympic victories are celebrated.

LBB> What greater brand mission does this campaign support?

Sohyun> Instead of just promoting Galaxy products, we aimed to empower influential social media figures during the Olympics by giving them what they needed most during key moments. The campaign made taking selfies easy, allowing medalists to share their triumphs personally and authentically. By bringing medalists together for selfies, we set aside competition and shared the joy of victory. This was also conveyed to fans watching the broadcast, reinforcing Samsung Galaxy’s core brand mission of connectivity and openness.

LBB> What was the creative process like, from developing the app to setting up the selfie practice zone?

Sohyun> Samsung developed a custom ‘Victory Selfie’ camera app, enabling athletes to capture selfies that were automatically categorised by sport and securely transmitted for social media sharing. We provided a guide video for first-time Galaxy users and set up a selfie practice zone in the Olympic Village.

Ensuring the success of the initiative required meticulous planning, including rehearsals at 28 venues. Volunteers and staff worked together to find the best angles for broadcast cameras, ensuring memorable moments. These efforts amplified Samsung’s message, with athletes joyfully taking selfies resonating with global audiences.

LBB> How did athletes respond to being able to capture and share their own victory moments? Were there any particularly memorable selfies that stood out?

Sohyun> Most athletes really enjoyed the victory selfies. As the Olympics progressed, excitement grew, with some athletes even practicing poses or performances backstage. A particularly memorable selfie was of North and South Korean athletes together, which was especially meaningful to me as a South Korean. Although we might have anticipated such a moment, most staff didn't expect it, making it even more moving. This scene was selected as one of the iconic moments of the 2024 Paris Olympics by AFP.

LBB> What was the most rewarding aspect of working on this campaign for you personally?

Sohyun> I felt a sense of accomplishment seeing athletes, initially nervous on the podium, smile happily when taking selfies with Galaxy. Participating in the Olympics and becoming a medalist is a pivotal moment in an athlete's life. Running a campaign to make that moment even more enjoyable and memorable was truly rewarding.