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24 Aug 2007
IOC News , Press Release

IOC Launches “The Best of Us” Campaign

The International Olympic Committee (IOC) today launched the first element of its new global promotional campaign, entitled “The Best of Us”.
The television advert is now on the IOC’s website at: It will also be broadcast over the air for the first time on the IOC’s broadcast partner NBC in the United States during the 11th IAAF World Championships in Athletics Osaka on 26 August.
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 campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of WPP. 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.
 Photo Gallery
For further information, please contact the IOC Communications Department, Tel: +41 21 621 60 00, email: 
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