The Best of Us Campaign: the objective of the IOC’s 2009/10 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 in themselves.
The campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. This second phase of creative development was led by Cole & Weber / United, Seattle, WA, USA.
Cole & Weber / United will work on a multi-dimensional campaign approach, comprising TV Public Service Announcements, print, graphics, an innovative on-line viral promotion, and PR activities. The global campaign will be rolled out in a phased approach in the run-up to the Vancouver 2010 Olympic Winter Games and beyond.
The "All Together Now" Public Service Announcement communicates the fundamental Olympic values of excellence, friendship and respect. In this spot, six larger-than-life Olympians seem to be competing against eachother in a what appears to be a gigantic tug-of-war. As the spot develops, it becomes clear that the athletes are not working against eachother, but actually working together to unite the world in celebration of the Olympic Games. Thus, the spot conveys not only the determination and excellence of Olympic athletes, but also their unique ability to bring the world together for the Olympic Games in a massive display of optimism and inspiration.
Continuing on the theme of The Best of Us, the graphics for the 2009-2010 campaign portray the values of Excellence, Friendship and Respect. The graphics were created in a collage-style, with each graphic element cut out of paper and and then photographed.