Imogen Watson
Jan 25, 2022

IOC's Winter Olympic film shows fans mirroring athlete movements in solidarity

In an extension of its 'Stronger together' campaign, the International Olympic Committee is highlighting the relationship between athletes and supporters.

IOC's Winter Olympic film shows fans mirroring athlete movements in solidarity

Just days from the starting pistol being fired, athletes are in their final preparations for the biggest sporting event of their careers – the Winter Olympic Games, which takes place in Beijing on 4 February. 

To drum up support, the International Olympic Committee (IOC) has brought out a short film that explores the relationship between athletes and supporters. 

"Faster, higher, stronger – together" captures people around the world mirroring the athletes movements to demonstrate the impact of human connection. Voiced by three-time Olympic medallist Lindsey Vonn, the film aims to illustrate the "power of solidarity" by displaying how a belief in others can drive people to achieve. 

The campaign is an extension of the IOC's "Stronger together" campaign, which celebrates the power that believing in others has to bring people together. The film was directed by Saloman Ligthelm and produced in collaboration with Uncommon Creative Studio. 

The IOC campaign follows the BBC, which launched its 2022 Winter Olympics ad on 22 January. Interestingly, the spot fails to mention the host nation, China. With other corporate sponsors keeping a relatively low profile, the IOC's film might be the last ad we see promoting the Games.

Source:
Campaign UK

Related Articles

Just Published

12 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

13 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

13 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

22 hours ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch