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In its winning pitch for the International Olympic Committee’s $150 million account, TBWA Worldwide used stories about Olympic athletes such as Jesse Owens and the Jamaican bobsled team to capture the “inner spirit” of the Games.
“We didn’t want it to be another trumpet-blaring ‘Ode to the Olympics,'” explained TBWA Worldwide chairman and chief creative officer Lee Clow. “We wanted it to have a contemporary sensibility. The Olympics are a celebration of youth. We want to give the Olympics back to the people.”
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