On 25 January, days ahead of the start of Beijing 2022, the International Olympic Committee (IOC) unveiled a ‘Stronger Together’ short film across its digital and social channels to build hype ahead of the Winter Olympic Games and express global athlete solidarity.
The spot, which runs with the copy line “Every rise, every fall, every victory – we’re in it together”, was created by London agency Uncommon Creative Studio and helmed by Director Saloman Ligthelm.
Narrated by triple Olympic medallist and Team USA alpine ski legend Lindsey Vonn, the film features members of the public mirroring their favourite winter sports in acts of athlete solidarity. The spot aims to highlight the power of solidarity and the IOC’s ‘Faster, Higher, Stronger – Together’ motto.
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The film is an extension of the IOC’s ongoing ‘Stronger Together‘ campaign which highlights and tightens the relationship between athletes and supporters and which first rolled out in June 2021 leveraging the Tokyo Summer Olympics.
The global sports property owner’s spot comes as several brands – including official sponsors and partners – keep a relatively low profile around this year’s Games as they seek to avoid condoning China’s human rights controversies and the host nation’s social media restrictions. This has led to a surprising lack of Winter Olympic marketing work in the West.
Another recent ‘athletes together’ themed Winter Olympic campaign with similar themes and messages is Oakley’s #BeWhoYouAre ‘Unity Anthem’.
Beijing 2022 will run from 4 to 20 February.
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