Cannes Lions
DENTSU INC., Tokyo / JAPAN SPORT COUNCIL / 2020
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.
Idea
ONE RACE
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.
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.
Execution
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.
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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