Samsung out-of-home advertising at Duomo

As part of Samsung’s global “Open always wins” campaign[1] the takeover transforms streets, squares and transit hubs into a living canvas — placing the energy and anticipation of the upcoming Olympic and Paralympic Winter Games directly into the rhythm of city life.

Featuring Team Samsung Galaxy athlete ambassadors, the visuals celebrate the drive, resilience and openness at the heart of the Olympic and Paralympic Winter Games. The series highlights Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard), enjoying their precious moments on their Olympic journey with selfies captured on the Galaxy Z Flip7.

Samsung out-of-home advertising at San Babila

Running across ten key locations including Duomo di Milano, Pirelli 39, San Babila and Corso Como, the out-of-home advertising brings the excitement of winter sports beyond competition venues and into the heart of the host city. The advertising campaign runs from February 1 to February 28, with select locations including San Babila – Durini until March 15 and Duomo di Milano until March 31.

As Milano Cortina 2026 approaches, Samsung continues to pair its “Open always wins” message with local expression — opening up moments that matter and bringing people closer to the excitement of the Games.

Samsung out-of-home advertising at Porta Venezia

Locations for the out-of-home advertising:

• Duomo
• Porta Venezia
• Corso Como – Porta Garibaldi

• Pirelli 39
• Cadorna – Via Carducci – San Nicolao
• Via San Paolo
• Corso Venezia – Via Senato

• San Babila
• Largo La Foppa
• Palazzo Odeon

[1] First introduced at Paris 2024, the theme returns to the Olympic and Paralympic Winter Games as a reflection of Samsung’s belief that, with an open mind, anything is possible.

Samsung Electronics Co., Ltd., is set to release a new single called “Open Always Wins” in collaboration with K-Pop icons TOMORROW X TOGETHER (TXT), consisting of SOOBIN, YEONJUN, BEOMGYU, TAEHYUN, and HUENINGKAI. The new Galaxy brand anthem, which was first teased at Galaxy Unpacked last week, champions the pursuit of goals with an open mind, echoing Galaxy’s own core values of openness.

Set to an energetic guitar riff, “Open Always Wins” is an alternative rock track featuring the powerful vocals of TXT. Band members SOOBIN, YEONJUN, TAEHYUN and HUENINGKAI participated in writing the lyrics and based them on their own feelings and experience of openness.

“We are proud to have collaborated with our Galaxy Ambassadors, TOMORROW X TOGETHER, to create a brand anthem that encapsulates the spirit of openness authentically,” said Jamie Park, VP & Head of the Experience Marketing Group, Mobile eXperience Business at Samsung Electronics. “We hope it inspires listeners to embrace openness in their own lives, and the experiences and opportunities that come with it.”

The track is brought to life in a new music video that intertwines scenes of TXT preparing for a performance, with appearances from Team Samsung Galaxy athletes, celebrating their efforts and challenges across various sports.

The new single launched on July 17 across multiple music platforms — including YouTube Music, Spotify, Melon, Genie, Bugs, Flo and Vibe — and the accompanying music video will be available to watch on Samsung’s official YouTube channel.

In conjunction with the music video release, the “Open Always Wins” dance challenge will kick off as well, encouraging fans worldwide to show their support and cheer for their favorite athletes.

“We’re excited to collaborate on this meaningful project with Samsung. We’ve infused our single with a sincere message of encouragement, rooting for everyone to bravely face challenges without being disheartened by failure,” said TOMORROW X TOGETHER. “We believe those who overcome and progress through obstacles are the true champions.”