A global promotional campaign entitled “Together we can change the world” has been launched by the International Olympic Committee (IOC) in an effort to communicate their vision of building a better world through sport.
The first phase of the campaign consists of four films, labelled “Together”,”Breath”, “Respect” and “Counting Stars”.
Each of the films aim to explore the Olympic values and show their role in enhancing a united world through sport.
The films are set to be aired by the Olympic broadcast partners around the world in the build-up to Rio 2016, due to begin on August 5.
The launch of the campaign coincided with the Olympic flame lighting ceremony for Games in Ancient Olympia, with IOC President Thomas Bach and Rio 2016 chief Carlos Nuzman among those in attendance.
“Like no other human activity, sport is about bringing people together in the spirit of friendship and respect,” said Bach.
“Sport always builds bridges, it never erects walls.
“In a world shaken by crises, the message that our shared humanity is greater than the forces that divide us, is more relevant than ever before.
“By coming together in unity to celebrate the rich diversity of our shared humanity, the Olympic Games give us all hope that a better world is possible.
“Together, we can change the world.”
The soundtrack for the films was produced by American musician Questlove, who re-recorded the song The Fire, which he had recorded originally with The Roots.
He recorded the new version with top recording artists from across the world, including Lenny Kravitz, Nneka, Yuna, Diogo Nogueira and Corinne Bailey Rae.
Voiceovers, recorded in English, Spanish, French and Portuguese, featured cultural icons including Uma Thurman, Juliette Binoche, Paz Vega and Tais Araujo.
Social media activation is also planned to start on Olympic Day, due to take place on June 23, to support Olympic Peace, with a campaign hub available at www.olympic.org/peace.
- By Michael Pavitt at the SwissTech Convention Center in Lausanne
- Republished with permission insidethegames.biz