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Date
03 Jul 2008
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IOC News

IOC launches latest phase of “The Best of Us” campaign





Legendary Olympic athletes including Roger Federer, Yao Ming, Laure Manaudou, Liu Xiang and Yelena Isinbayeva are among the stars of the International Olympic Committee (IOC)’s latest public service announcement entitled “Heroes”, it was announced today.
 
“Heroes” leverages the determination and performance of Olympic athletes to communicate the key Olympic values, as the world counts down to the opening of the 2008 Beijing Olympic Games. 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*.
 
The public service announcement has been distributed to the IOC’s rights-holding broadcast partners and other media outlets across the world.
 
“Heroes” is part of the multi-dimensional “The Best of Us” global promotional campaign which also includes: the first public service announcement entitled “Teens”; a print and digital campaign, an on-line interactive component entitled “Olympic Personal Trainer”, and a viral video component entitled “Puskitas”.
 
 Click here to view "Heroes" and all the elements of the campaign
 
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About “The Best of Us”
 
The IOC’s 2007/8 promotional campaign objective 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 their best.  The global campaign has been rolled out in a phased approach in the run-up to the Beijing 2008 Olympic Games and beyond.
The campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of WPP. The creative development was led by Sra Rushmore / United, Madrid.
 
*As a demonstration of their commitment to the Olympic Movement, all of the athletes who participated in the film offered their time without requesting a fee.
 
For further information, please contact the IOC Communications Department, tel: +41 21 621 60 00, email: pressoffice@olympic.org
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