The One Show

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2022 One Show - Creative Use of Data

Samsung FastFrame

Agency Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol

Client Samsung Electronics Benelux


Use of Technology

Annual ID


About the Work

For the Summer Games in Tokyo, Samsung Netherlands sponsored BMX-riders Niek Kimmann and Judy Baauw. The brief was to claim sponsorship of the two Dutch Olympic athletes. As sponsor of BMX-athletes, you can HOPE for Olympic success. But as an innovative tech brand saying ‘DoWhatYouCan’t’, why not HELP them to be successful? In a year’s time, we developed a customised BMX-innovation with built-in technology and app that enabled riders and coach to ‘do what they can’t’: measure the 3 key factors of the start. The data gained was transmitted directly to the coaches’ devices, unlocking the ideal combination for the perfect start. Till then the start – where 70% of the races are won – was done purely on gut feeling. More specifically, we created the full solution as a wireless combination consisting: - a custom-made Android app running on the coaches' Samsung Galaxy S21 and Tab S7 to display the data from the connected bike in real-time, - a Windows 10 server application that took care of data storage & analysis, - the app running on the hub in the frame. The hub communicated with all of the seamlessly integrated sensors measuring the performance and angular metrics of the bike. It was extremely challenging to synchronise all of these different data streams into a single data stream with atomic clock accuracy, connected to the BMX start-hill timing system. While training with FastFrame, the athletes discovered that their starts were significantly faster if they started with less power but put greater emphasis on the ideal angle at which they pulled up the bike. Totally contrary to what they expected. Just before the Olympics, we brought it to the press. In no-time, the Netherlands knew about Samsung being a real contributing sponsor. Resulting in the first Dutch Olympic BMX gold medal ever. #DoWhatYouCant. Using digital technologies Samsung FastFrame transformed the fundamental understanding of the BMX-start and pushes the sport forward using data. It has enabled the athletes to gain a 30 milliseconds advantage at the start. An eternity at BMX-racing. The Olympic Committee would like to make the innovation available to all Dutch BMX athletes. On the road to Paris 2024.

2022 Awards

Total Points: 3




Cheil / Amsterdam

Design Firm

Onesize / Amsterdam

PR / Marketing Agency

HvdM PR / Den Haag

Client / Brand

Samsung Electronics Benelux / Schiphol

Production Company

Pirke Productions / Amsterdam

Music / Sound Production Company

Park Studio / Amsterdam

Post Production Company

De Grot B.V. / Amsterdam

Media Distribution Company

Starcom Nederland / Amsterdam

Art Director

Pepijn Spanjerberg


Norman Groenewegen

Creative Director

Thijs de Boer

Director of Photography

Bart Breugem

Executive Producer

Pirke Bergsma


Peter Hamelinck

Managing Director

Budi Gonzalez de Chaves

Post Production

Lamine Ndiaye

Project Manager

Marie Vermeulen

Technical Director

Mario Piepenbrink

Account Manager

Matthijs van Schie

Design App

Danny Bakker

Film Director

Thijs de Boer

Head of Marketing IMD

Gerben van Walt Meijer

Influencer Marketing Manager

Femke Koenen

Logo Design

Jay Sunsmith

Marketing Communication Manager

Laura Geuze

Music & Sound

Wouter Veersema
Twan van Steenhoven

Sports marketing

House of Sports / Ouderkerk aan de Amstel

UX/UI Design

Bernard Westerdijk

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