Creativity

People's Workouts Bring Power to Refugee Camps in the IOC's Winter Olympics Brand Campaign

Campaign by Publicis and Poke Was Created With UNHCR

By Alexandra Jardine. Published on Nov 20, 2017

Editor's Pick

The International Olympic Committee is asking people to donate their physical activity to help supply solar power for refugee camps in its campaign for the Winter Olympics.

Publicis London and Poke created the campaign in partnership with the UN Refugee Agency, the UNHCR. It invites participants to make a "donation" of their physical activity, via the Olympic Channel. The IOC will convert people's recorded activity on fitness trackers into providing solar powered lighting solutions for the Mahama Refugee Camp in Rwanda in co-operation with UNHCR. One step of activity will equal one "spark," with the goal 5,000 "sparks" a day per person.

The campaign will be promoted via a series of PSAs that aim to demonstrate how achievements of athletes and the Olympic spirit can motivate people around the world to "Become The Light." The trailer, seen here, demonstrates the importance of light to refugee camps: if they don't have power, the day ends when the sun goes down.

Jaron Albertin directed the films via Smuggler. They will be broadcast around the world in collaboration with the official Olympic broadcasters, as well as on the Olympic Channel for the duration of the Winter Olympics. The light donation program will continue after the end of the Games.

According to Rebecca Lowell-Edwards, IOC strategic communications director, the campaign builds on the partnership with the UNHCR that saw the creation of the Refugee Nation at the last Olympic Games. It also ties in with the Olympic campaign theme of "light" and with the Olympic Channel's mission to get people more engaged with the Olympic movement outside of the Games themselves.

"Our hope is that people will be inspired by the films to consider the connection they have with athletes and with others," she tells Creativity. "Now more than ever the Olympic movement has the power to bring people together."

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About

Credits

Date
Nov 20, 2017
Agency:
Publicis London/Poke
Client:
IOC
Executive Creative Director:
Andy Bird
Executive Creative Director:
Dave Monk
Creative Director:
Steve Paskin
Copywriter:
Steve Moss
Copywriter:
Dave Sullivan
Copywriter:
Gregor Findlay
Art Director:
Jolyon Finch
Art Director:
Kevin Colquhoun
Business Director:
Paul Matuszczyk
Senior Account Manager:
Mackenzie Leary
Strategy:
Mick McCabe
Producer:
Colin Hickson
Production Company:
Smuggler
Director:
Jaron Albertin
Editor:
Dominic Leung
Producer:
Nick Fewtrell
Post-Production Company:
The Mill
Audio Post-Production company:
Wave
Digital Agency:
POKE
Creative Director:
Malin Hanås
Art Director:
Nimo Awil
Art Director:
Marcella Tarable
Copywriter:
Nimo Awil
Copywriter:
Grace Jacobson
Design Lead:
Laura Hobson
Business Director:
Karen Morris
Senior Account Manager:
Rosie Robertson
Strategy:
Bogdana Butnar
Producer:
Anna Jansson
Producer:
Anaïs Lavigne du Cadet
Director:
Max Cutting
Editor:
Joshua Bamford
Post-Production Company:
The Mill
Post-Production Company:
Ceen Studio

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