TBWA Bows Salt Lake City Olympics Campaign

NEW YORK–In a bid to broaden its reach, the International Olympic Committee (IOC) is launching in Moscow today a global campaign for the 2002 Salt Lake Olympic Winter Games around a “Celebrate Humanity” theme.

TBWA\Chiat\Day in Playa del Rey, Calif., handles. No funds will be spent on placing the campaign. The only budget invested was for creative development and production, most of which was donated or done at cost.

The campaign consists of eight TV spots, four radio spots and four print ads. Produced in English and French with provision for multi-language production, the effort includes, for the first time, spots targeting youth and the young adult market. Creative highlights real stories of perseverance, goodness and honor demonstrated by athletes.

Actor Robin Williams donated his voice for some of the English TV spots. Bands Radiohead and Daft Punk and The Bob Marley Foundation donated their talent and music to the campaign as well.

TV spots salute Jamaica’s first bobsled team and Hermann Maier’s fall and subsequent win in the Nagano Olympic Winter Games. Additional spots address larger issues such as sportsmanship, competition and the ideals of the Games.

Print executions will run as spreads featuring an athlete on one side of the page and descriptive copy on the other. Last year’s “Celebrate Humanity” Summer campaign garnered more than $10 million in support and played on more than 200 radio stations in the U.S. One hundred other countries aired the spots. More than 30 publications ran the print campaign and 30 airlines ran the TV spots.