The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Public Relations

Samsung FastFrame

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

Client Samsung Electronics Benelux


Innovation & Transformation / Innovation in Public Relations

Annual ID


About the Work

Samsung is a global Olympic Games partner. Each country is allowed to interpret this sponsorship in its own, local way. In the Netherlands, Samsung saw its sponsoring as an excellent opportunity to claim its brand promise in an innovative way. By doing something instead of just talking about the sponsorship. This sponsorship vision started in 2018 with the Samsung Smartsuit for the Dutch Olympic short trackers and now was the time to implement it in a consistent way. For Tokyo, Samsung Netherlands sponsored BMX-riders Niek Kimmann and Judy Baauw. The brief was to develop a strategy and creative idea to claim the 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? The better they perform, the more you will benefit as a sponsor too. 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’: unlock the mystery of the perfect start, by measuring the 3 key factors. Till then the start – where 70% of the races are won – was done purely on gut feeling. 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. Samsung FastFrame became part of the athletes’ training process. Just before the Olympics, when the buzz about innovations in sports was at its peak, we brought it to the press. In no-time, the Netherlands knew about Samsung partnering with the Olympic athletes by creating a breakthrough innovation. The uniqueness of this sponsorship benefited the brand significantly: Samsung’s most important brand KPI (Proud-To-Own-index) increased by 16%! We created true value for the athletes, resulting in the first Dutch Olympic BMX gold medal ever. And an awareness explosion for Samsung being a real contributing sponsor. With a relatively small media budget in the Netherlands, the Dutch public voted Samsung No 1 sponsor. Above sponsorship giants such as Heineken and Toyota.

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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