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IOC GLOBAL BRAND CAMPAIGNIn April 2016, the IOC launched a global promotional campaign to communicate the Olympic Movement’s vision of building a better world through sport and to promote the values of the Olympic brand. With the aim of inspiring the spirit of unity, hope and peace for a better tomorrow, the campaign was entitled, “Together we can change the world”.The campaign consisted of four films that demonstrated how the Olympic spirit lives within all of us and that no matter where we come from, or who we are, if we can come together, we can change the world. The films were created in four languages – English, French, Spanish and Portuguese – with Uma Thurman, Juliette Binoche, Paz Vega and Taís Araújo lending their voices to represent the Olympic spirit. The soundtrack of the films was a rerecorded version of “The Fire”, by the band The Roots, with voice talents coming from the five continents – Lenny Kravitz (America), Yuna (Asia), Nneka (Africa), Corinne Bailey Rae (Europe) and Harts (Oceania), plus Diogo Nogueira representing Brazil, the host country of the Olympic Games. In the build-up to the Olympic Games Rio 2016, the spots were aired by broadcasters around the world and in total had over double the airtime of the IOC’s brand campaign for the Olympic Games London 2012. In addition to the films, the campaign featured digital and social media activations to promote #OlympicPeace. This element of the campaign shared a series of stories that brought to life how sport can foster peace and hope in the world (www.olympic.org/peace), with the message reaching over 40 million unique visitors. Additionally, more than 10,000 participants demonstrated their support to the cause by sharing a message of peace with a white dove on social media.122 THE OLYMPIC BRAND