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Samsung celebrates triumph over adversity with #DoWhatYouCant Rio campaign


Samsung celebrates triumph over adversity with #DoWhatYouCant Rio campaign


Samsung has launched #DoWhatYouCant, its campaign around the Rio 2016 Olympics.

Samsung Electronics Australia has partnered with Australian Olympians Jessica Ashwood, Scott Westcott and Shane Rose and Paralympian Jessica Gallagher to launch its #DoWhatYouCant digital video campaign.

The campaign celebrates athletes defying barriers, as each athlete has overcome unique odds to reach the Games this year.

Each athlete is the subject of a video telling their story.

Jessica Ashwood is an Olympic swimmer with a twisted spine, while Westcott has been trying to qualify for the olympics since Sydney 2000, and has finally qualified for Rio at age 40.

Jessica Gallagher is legally blind and represents Australia in international skiing, athletics and cycling and Shane Rose is an Olympic Equestrian who has survived throat cancer and an almost life ending coma.

The local campaign coincides with Samsung’s global unveiling of the Galaxy S7 edge Olympic Games Limited Edition, and activations throughout Brazil.

Related: Coca-Cola urges Australians to go for gold in its #ThatsGold campaign »

Also included in Samsung’s Olympic sponsorship is the Rio 2016 App, which provides athletes, fans and consumers with 24/7 updates on Olympic news and Samsung Galaxy Studio activations and Olympic Athletes Hub App specifically for Olympians in Rio.

“The Olympics and Paralympics are the absolute summation of personal sacrifice and determination – individuals on a relentless pursuit to defy what others think isn’t possible,” says Philip Newtown, corporate vice president and chief marketing officer at Samsung Electronics Australia.

“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.”

Here’s the Jessica Ashwood video:


Scott Westcott:


Jessica Gallagher:


Shane Rose:



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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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