The International Olympics Committee has launched “All Together Now”, an animated television commercial marking the second phase of the “Best of Us” campaign, a multifaceted, global effort that aims to bring the Olympic values of Excellence, Respect and Friendship to life and engage youth around the world. Six larger-than-life Olympic athletes are depicted literally pulling countries together with rope, symbolizing the world coming together in the spirit of Olympism through the super-human effort of athletes and fans.
Click on the image below to play the video in YouTube (HD)
“All Together Now” aired for the first time this past weekend on NBC—IOC’s broadcast partner in the US—during the 12th IAAF World Championships in Athletics (in Berlin, Germany). The spot will be made available to broadcasters across the world, and can also be viewed on the IOC’s website. This is the first part of a campaign that will include print in Sept and a digital experience launching later in the fall. Ultimately, through the campaign, IOC hopes to build excitement for the Olympic movement between Games with the end goal of increasing interest in the Games when they do occur.
The All Together Now spot was developed at Cole & Weber United, by executive creative director Todd Grant, art director Scott Fero, copywriters Jake Baas and Greg Lane, executive producer/broadcast producer Pete Anderson.
The spot was directed by Fx & Mat (François Xavier Goby and Matthieu Landour) at Nexus Productions with executive producers Charlotte Bavasso, Christopher O’Reilly, head of production Julia Parfitt, producer Christine Ponzevera, project lead David Fleet.