Shauna Lewis
Jun 20, 2024

IOC launches next phase of Refugee Olympic Team campaign

Campaign has been created with Gravity Road.

IOC: second phase of the
IOC: second phase of the "1 in 100 million" campaign

The International Olympic Committee has launched the next stage of its campaign to support the IOC Refugee Olympic Team.

Appearing onstage today at the Cannes Lions International Festival of Creativity, refugee Olympian Yusra Mardini recalled her escape from Syria during the civil war and competing for the first Refugee Olympic Team in Rio in 2016.

Her appearance onstage preceded the announcement of the second phase of the IOC’s campaign, created by Gravity Road.

Previously, Gravity Road and the IOC released an animated hero film, “1 in 100 million”, which spotlighted 36 athletes on the Refugee team and the more than 100 million people displaced from their homes worldwide.

In the second stage of the campaign, global digital and outdoor executions will drive awareness of the campaign, as well as a TikTok promoted video campaign across Europe and the US.

As part of this digital campaign, Snap has produced a dedicated Snap lens, which reacts to fans making a heart shape with their hands. The motion mirrors the heart used in the team emblem.

Mardini said: “The message of this team is more important than ever. ​Refugees are normal people with dreams and ambitions. Refugees embody the Olympic spirit. Each athlete on the Refugee Olympic Team has overcome incredible odds to get to Paris. They represent the more than 100 million displaced people in the world. They are '1 in 100 million'.”

Source:
Campaign UK

Related Articles

Just Published

12 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

13 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.

13 hours ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.

13 hours ago

Agency Report Card 2024: Publicis Media

Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.