Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Partner, has brought its global “Open always wins” campaign to life across Milan through a bold city-wide out-of-home advertising takeover, celebrating the spirit of the Olympic and Paralympic Winter Games Milano Cortina 2026.
The campaign transforms key streets, squares, and transit hubs into immersive visual experiences, weaving Olympic energy into everyday city life. Featuring Team Samsung Galaxy athlete ambassadors, the visuals highlight resilience, openness, and the personal moments behind each athlete’s journey to the Games.
Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard) are showcased through “Victory Selfies” captured on the Galaxy Z Flip7, offering an intimate look at their road to Milano Cortina 2026.
Running across nine prominent locations including Duomo di Milano, San Babila, Corso Como, and Pirelli 39, the campaign extends winter sports excitement beyond competition venues and into the heart of Milan. The main campaign runs from 1–28 February, with select locations continuing through mid-March and end-March.
As anticipation builds toward Milano Cortina 2026, Samsung continues to pair its “Open always wins” message with local expression—bringing people closer to the moments that matter and the excitement of the Olympic and Paralympic Games.