The International Olympic Committee (IOC) launched a global TV-led ‘Stronger Together’ campaign in mid-June showcasing athletes’ stories of their journey to Tokyo 2020 and aimed at uniting and inspiring fans ahead of the delayed Olympic Games.
As well as current competitors like Naomi Osaka, Yusra Mardini, Nyjah Houston and Andre De Grasse, the hero spot also stars Olympic legends from the past including Usain Bolt and Tony Hawk (representing skateboarding which will appear at its first-ever Olympic Games in Tokyo).
Timed to leverage Olympic Day, on 23 June, and rolling out a month ahead of the torch lighting, the creative not only looks ahead to Tokyo, but also takes a look back on the past year: honouring athletes’ courage to continue training amid chaos and demonstrating their belief that the world only moves forward when it moves together.
The global film shoot spanned four continents and six cities – including Capetown, Lisbon, Los Angeles, Jamaica, Melbourne, and Toronto. The shoots focused on 20 athletes from-up-and comers to household names.
Supported by social content and linked by the #StrongerTogether hashtag, the creative also seeks to drive social sign-ups to the IOC’s channels.
It will be followed in the coming weeks by further strands of the campaign ranging from physical workout guides to live chats with elite athletes, as well as tips on wellbeing and mindfulness to invite people around the world to ‘Get Stronger For The Games’.
This wave of work kicked off with an IOC Usain Bolt.
The campaign was created by agency Hulse & Durrell, directed by Kevin Foley and Mark Zibert and produced Scouts Honour’s Simon Dragland and Rita Popielak.
“The Stronger Together campaign represents the strength of the human experience, reminding people around the world what we can accomplish when we’re united,” said IOC Digital Engagement and Marketing Director Christopher Carroll. “The Olympic Games Tokyo 2020 will celebrate the spirit of the athletes of the world who have shown incredible resilience in their journey to Tokyo 2020.”
The campaign was conceived by creative agency Hulse & Durrell where the team included Creative Directors/Executive Producers Greg Durrell and Ben Hulse and Creative Producer Kelly Parlane, with writers James Mosalander and Adam Tetreault.
The production house was Scouts Honour Inc and the directors were Kevin Foley and Mark Zibert. The editors were Raj Ramnauth and Graham Chrishold (Married to Giants). Music and sound was handled by Six Degrees Music & Sound and VFX by The Vanity.
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