Developed by WPP subsidiary Voluntarily United Group of Creative Agencies, the first phase is headed by Madrid shop Sra Rushmore / United.
The two prongs of the campaign focus both on Olympic heroes - featuring newly dethroned Wimbledon king Roger Federer, champion hurdler Liu Xiang and pole-vaulter Yelena Isinbayeva - and on the self-esteem teenagers can gain from participating in sports.
The campaign will comprise TV, online, print, experiential and PR activities.
IOC launches new 'Heroes' Olympics push
GLOBAL - The International Olympic Committee (IOC) has begun a phased roll out of its global Beijing 2008 campaign, which builds on the idea that Olympians and athletes represent 'the best of us'.
