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Samsung x Milano Cortina – Open Always Wins

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Is there anything more uplifting than a sporting montage? Yes - a sporting montage backed with 2025's finest bop - K-Pop Demon Hunters' Golden.

Making a statement about the team behind individual athletes' achievements, Open Always Wins, Samsung's campaign for the Milano-Cortina Olympic and Paralympic Games 2026, takes us on a journey of spills and thrills.

Created by Le Pub and directed by Eliot Rausch through Stink, the clear narrative and affirming storytelling are only bolstered by the undoubtedly pricey yet punchy music choice.

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