International Olympic Comittee : Creative Direction

Ask anyone above the age of 30 about the Olympics and they’ll give you a pretty accurate account of what the Olympic movement stands for, where the last games took place and even reference a few sporting highlights.

Ask anyone below the age of 30 and you may be surprised how little it registers on their radar.

So the IOC have a slight problem and a narrowing window of opportunity to bring the magic of Olympic Games home to a Gen Z, largely non-television audience who (once disengaged) are unlikely to ever follow the games in their lifetime.

Our strategic and creative work with the IOC since our inception in 2022 has been to bring relevancy to a younger audience including the world’s first meta-verse opening ceremony for Gangwon Youth Olympics, Visa Awards – celebrating moments of camaraderie between rivals, ‘Move for Peace’ creating a 24hour ripple of activity across the world on Olympics Day and a brand proposal for the Olympic Qualifier Series aimed at the next generation of urban sports stars.

Media:
Brand, Digital, Social, Event