To show the Olympics aren’t just an event every two years but a mind-set that can make a difference in our world, a global film was created to show the connectedness of each athlete, Olympian and fan — no matter what you look like or where you are from.

Not only did this message need to come through in the campaign, but in how the ads were created. The music was inspired by the rings themselves. We brought five recording artists from the five continents the rings represent together to create one song. Then, using voices from each region of the world, the film was given a global voice.

To truly show how connected and greater we are together than apart, the film was created under that same blueprint. Not only was it shot across three different continents, the music was created by bringing together five recording artists from the five continents the rings represent to create one song. Then, using voices from each region of the world, the film was given a global voice.

This is the first global multi-film, multi-VO-based broadcast PSA the IOC has provided their Rights Holding Broadcasters (RHBs) in more than 15 years. As a true PSA, all of the media is donated. Their willingness to air it is based on how relevant they believe the message is to their market. PSA’s have been provided in year’s past and not aired. 

In just seven days, over 15 markets such as the USA, Canada and Australia have run the PSA immediately, choosing not to customize it for the first time ever.

Brazil’s Globo Network hailed the work as an important message for the Brazilian people as they are working tirelessly to meet the world’s expectations during massive political unrest. In the USA, NBC is for the first time working with the IOC to ensure this message gets airtime across all their platforms, something they have never committed to do before.