Spikes Asia
DENTSU INC., Tokyo / JAPAN SPORT COUNCIL / 2021
Overview
Entries
Credits
Background
The new national stadium will serve as the main stadium for the 2020 Tokyo Olympics/Paralympics. For its opening event, we came to the conclusion that it should have a powerful significance towards society. We wanted to hold a race that embodies the influence of sports, which is to unite humanity as one.
By creating a new sporting competition that removes the invisible walls that existed in sports, we wanted to show the first step to a world in which people can live together regardless of race, gender, or disability. We thought that was the most meaningful message and experience for those who set foot on the new stadium for the first time.
Idea
ONE RACE
The world’s first relay race that dissolves the barriers of the Olympics and Paralympics, gender, and distance.
Athletes of different events make teams and compete against one another on the same field.
The event was held as the opening race for the new national stadium, scheduled to serve as the main stadium of the 2020 Tokyo Olympics/Paralympics.
Strategy
On the day of the inauguration of the new national stadium, we presented a new experience realized by the power of sports to over 60,000 spectators and other Japanese audiences watching the event on television.
This is a very memorable day for the first visitors to the new national stadium where the Tokyo Olympic and Paralympic Games will be held. We wanted to convey to them the message of significance to humanity through the power of sports along with this moving experience.
Execution
"ONE RACE": A new event that breaks barriers found in sports.
Sports has always been divided.
Abled to Disabled. Men to Women.
ONE RACE is the first in history to break down these barriers, where athletes of different events form teams to compete against one another.
We created a universal baton for all athletes to use. ONE RACE expands beyond borders, connecting stadiums of 3 different nations online.
Top athletes from around the world gathered to support this concept. Athletes and para-athletes made teams and the very tops of the world confronted each other.
Then, we built walls. Now, we break them.
Outcome
The sight at the stadium on that day was one, never seen before.
・Media Exposure: Television: 42, Newspaper: 65, Internet: 1917
・The stadium had 60,000 spectators. The race was broadcasted on national television with viewer ratings scoring over 10%.
Then, we built walls. Now, we break them.
We believe in a future, a world that celebrates this sport like all others.
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