Cannes Lions

2018 Winter Olympics - Superhero Music

mcgarrybowen, New York / UNITED AIRLINES / 2018

Presentation Image
Film
Demo Film

Overview

Entries

Credits

Overview

Description

The superheroes of Team USA and the superheroes of Team United come together in order to make the incredible journey to the 2018 Winter Olympics in Pyeonchang, South Korea.

Every element of the execution, and specifically the soundtrack, is tuned to deliver a rousing, larger-than-life experience and evoke the cinematic grandeur of blockbuster Hollywood productions and the super-heroic athletic feats of the Olympians.

Execution

The campaign ran nationally and locally throughout the 2018 Winter Olympics, specifically February 8th through February 25th. It also ran digitally via social media and across the United fleet.

Outcome

Over 1 Billion impressions

+7% increase in overall brand favorability

+10% point increase in brand associations with the Olympics 

+14% increase in brand related social conversations

7% Share of Voice of all brand-related Olympic conversations

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