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16 Aug 2008
IOC News , Beijing 2008

IOC President Jacques Rogge breakfasts with the Heroes

Some of the world’s top athletes and stars of the IOC’s “Heroes” campaign met the IOC President Jacques Rogge today.
Hosting a breakfast in the Athletes’ restaurant in the Olympic Village, the President had the opportunity to thank some of the Olympic legends including Haile Gebrselelassie, Vanessa Ferrari and Carolina Kluft face to face.
The IOC President said: “We are indebted to you all for giving your time so generously and for your willingness to participate in this project, despite your busy training and competition schedules. As a result of your efforts, we have created the IOC’s most popular and talked-about spot to date.”
 Discover the video
Carolina Kluft, the renowned Swedish athlete, said “It was an honour to be asked by the IOC to participate in this advert. I think the film is really powerful, full of energy and I was happy to be a part of it.”
Frank Fredericks, who will become the Athletes’ Commission Chairman after the Beijing 2008 Olympic Games, said “This film will mean a lot to the youth of the world because there are so many sporting icons involved. It will be a great motivational tool and help get across the Olympic Values”.
“Heroes” leverages the determination and performance of Olympic athletes to communicate the key Olympic values. The campaign also stars Roger Federer, Yao Ming, Laure Manaudou, Liu Xiang, Kenenisa Bekele, and Yelena Isinbayeva  who, along with those mentioned above, star as superheroes seeking to achieve the seemingly impossible.
 The International Olympic Committee (IOC)’s latest TV public service announcement “Heroes” is also being shown to thousands of Olympic fans during the Olympic Games on the giant Panasonic ASTROVISION screens in the Olympic stadiums and venues.
The Best of Us
Heroes forms part of IOC’s promotional campaign entitled “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 them. The campaign was launched in 2007 and will continue to run beyond the Beijing Games.
All of the elements of the campaign are now available to view at:
The “Best of Us” campaign has been developed by the Voluntarily United Group of Creative Agencies (United), part of the WPP Group. This phase of creative development was led by Sra Rushmore / United, Madrid.
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