IOC - The Best of Us - HEROES

Описание: The Best of Us Campaign: the objective of the IOCs 2007/8 promotional campaign is to communicate the key Olympic values of Excellence, Friendship and Respect to a global youth audience.

The theme of the campaign is "The Best of Us" - a simple, powerful idea that transcends cultures and borders, motivating young people around the world to participate in sport by proving that sport can bring out the best of them.

The campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. This first phase of creative development was led by Sra Rushmore / United, Madrid.

The IOC will work with United on a multi-dimensional campaign approach, comprising TV, online, print, viral promotion, experiential and PR activities. The global campaign will be rolled out in a phased approach in the run-up to the Beijing 2008 Olympic Games and beyond.

Heroes - Legendary Olympic athletes including Roger Federer, Yao Ming, Laure Manaudou, Liu Xiang and Yelena Isinbayeva are among the stars of the International Olympic Committees public service announcement entitled "Heroes".

"Heroes" leverages the determination and performance of Olympic athletes to communicate the key Olympic values. The campaign also stars Kenenisa Bekele, Haile Gebrselelassie, Vanessa Ferrari and Carolina Kluft who, along with those mentioned above, star as superheroes seeking to achieve the seemingly impossible.

© Music composed by John Walsh