IOC shortlists four agencies to pitch for global "Olympic Values" campaign
The International Olympic Committee (IOC) has selected four agencies: Havas, Leo Burnett, Saatchi Saatchi and United, to submit full proposals for its global integrated marketing communications campaign.
The four were chosen following the completion of the IOC’s Request For Information in October this year. The selected agencies will personally present their final proposals in the first quarter of 2007, with the aim of launching the global campaign later in the year.
The 2007/8 campaign will be the fifth version of an initiative which has to date been entitled “Celebrate Humanity”. The IOC’s campaign objectives are to communicate the key Olympic values of Excellence, Respect and Friendship to a global audience, principally with a focus on engaging the 12-19 age group.
Previous iterations of the campaign have been communicated entirely through TV, radio and print work, but the IOC will brief the selected agencies for a creative, multi-dimensional approach, comprising TV, online, viral promotion, experiential and PR activities.
The first ever “Celebrate Humanity” global promotion was developed in the build-up to the Sydney 2000 Olympic Games by TBWA\Chiat\Day, who subsequently adapted their work for the Winter Games in Salt Lake in 2002. Saatchi Saatchi then handled the campaign for the Olympic Games in Athens in 2004 and again in Turin in 2006, featuring globally recognised personalities describing their personal experiences of the Olympic values.